Стратегическая роль личных продаж на рынках b2b

данной главы находятся на веб-сайте B2B Marketing: www.booksites/wright.

Список литературы

Berry, M. (1998) The New Integrated Direct Marketing. Aldershot: Gower.

Bovee, C.L., Thill, J.V., Dovel, G.P. and Wood, M.B. (1995) Advertising Excellence. Maidenhead: McGraw-Hill.

Colley, R. (1961) Defining Advertising Goals for Measured Advertising Response. DAGMAR. New York: Association of National Advertisers.

Cummins, J. (1993) Sales Promotions. London: Kogan Page.

De Chernatony, L. and McDonald, M.H.B. (1994) Creating Powerful Brands. Oxford: Butterworth-Heinemann.

De Pelsmacker, M., Geuens, M. and Van der Ber, J. (2001) Marketing Communication. London: Pearson Education.

Fill, C. (1999) Marketing Communications: Context, Contents and Strategies. Harlow: Pearson Education.

Foxall, G.R. (1994) Consumer Psychology for Marketing. London: Routledge.

Haig, M. (2000) e-PR — The Essential Guide to Public Relations. London: Kogan Page.

Hart, N. (1998) Business-to-Business Marketing Communications, 6th edn. London: Kogan Page.

Jefkins, F. (1988) Secrets of Direct Response Marketing. Oxford: Butterworth-Heinemann.

Kent, R. (1994) Measuring Media Audiences. London: Routledge.

Shimp, T.A. (1997) Advertising, Promotion and Supplemental Aspects of Integrated Marked Communications, 4th edn. London: Dryden Press.

Smith, P.R. and Taylor, J. (2002) Marketing Communications: An Integrated Approach, 3rd edn. London: Kogan Page.

Van Reil, C.B.M. and Blackburn, C. (1995) Principles of Corporate Communications. London Pearson Education.

Wright, R. (2000) Advertising. Harlow: Pearson Education.

Wright, R. (2003) Business and Marketing Dictionary. Chelmsford: Earlybrave.

Cox, J. (1996) «Making a case for trade shows», Business Marketing, 81: T4.

Dywer, R. (1987) «Direct marketing in the quest for competitive advantage», Journal of Direct Marketing, 1: 15–22.

Eagle, L. and Kitchen, B. (2000) «IMC, brand communications and corporate culture», European Journal of Marketing, 34: 667–86.

Edmonston, J. (1996) «Practical tips to measure advertising’s performance», Business Marketing, June: 14.

Fojt, M. (1995) «Becoming a customer driven organisation», Journal of Service Marketing (3): 7–8.

Jones, E. (1996) «Leader behavior, work attitudes and turnover of salespeople: an integrative study», Journal of Personal Selling and Sales Management, 16: 13–23.

Kaydo, C. (1996) «Making a marketing impact», Sales and Marketing Management, September 89–94.

Lohita, R., Johnson, WJ. and Rab, L. (1995) «Business-to-business advertising: what are the dimensions of an effective print ad?», Industrial Marketing Management, 24: 369–78.

Morrill, J.E. (1970) «Industrial advertising pays off, Harvard Business Review, 48: 4–14.

Sashi, CM. and O’Leary, B. (2002) «The role of the internet auctions in the expansion of B2B markets», Industrial Marketing Management, 31: 103–10.

Shoham, A. (1992) «Selecting and evaluating trade shows», Industrial Marketing Managem 21: 335–41.

Tanner Jr., J.F. and Chonko, L.B. (1996) «Using trade shows throughout the product life cycle», Centre for Exhibition Industry Research Report.

Интернет-ссылки к этой главе приведены на сайте книги «В2В-маркетинг» по адресу www.booksites/wright.

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