Kotler - Keller - Managementul Marketingului

> Påtrunderea pe pieÆele globale < Capitolul 21 1021
NOTE
1. Kevin Lane Keller, „Red Bull: Managing a High Growth
Brand“, în Best Practice Cases in Branding, (Upper
Saddle River, NJ: Prentice Hall, 2003); „Selling Energy“,
The Economist, 9 mai 2002.
2. <http://www.ita.doc.gov/>.
3. „The List“, BusinessWeek, 21 aprilie 2003, pag. 14.
4. Michael E. Porter, Competitive Strategy (New York: The
Free Press, 1980), pag. 275.
5. Charles Fleming çi Leslie Lopez, „The Corporate
Challenge – No Boundaries: ABB’s Dramatic Plan to
Recast Its Business Structure along Global Lines: It May
Not Be Easy – or Wise“, Wall Street Journal, 28 septembrie
1998, pag. R16; Richard Tomlinson, „Dethroning
Percy Barnevik“, Fortune, 1 aprilie 2002.
6. <www.abb.com>.
7. Ron Lieber, „Give Us This Day Our Global Bread“, Fast
Company, martie 2001, pag. 158.
8. Jan Johanson çi Finn Wiedersheim-Paul, „The
Internationalization of the Firm“, Journal of Management
Studies (octombrie 1975): 305-322.
9. Stan Reid, „The Decision Maker and Export Entry and
Expansion“, Journal of International Business Studies
(toamna 1981): 101-112; Igal Ayal, „Industry Export
Performance: Assessment and Prediction“, Journal of
Marketing (vara 1982): 54-61; Somkid Jatusripitak, The
Exporting Behavior of Manufacturing Firms (Ann Arbor:
University of Michigan Press, 1986).
10. Michael R. Czinkota çi Ilkka A. Ronkainen, International
Marketing, ed. a 5-a (New York: Harcourt Brace
Jovanovich, 1999).
11. Igal Ayal çi Jehiel Zif, „Market Expansion Strategies in
Multinational Marketing“, Journal of Marketing
(primåvara 1979): 84-94.
12. Yumiro Ono, „On a Mission: Amway Grows Abroad,
Sending 'Ambassadors' to Spread the Word“, Wall Street
Journal, 14 mai 1997, pag. A1; <www.amway.com>.
13. Pentru o trecere în revistå actualå çi profundå a
cercetårilor academice privind marketingul global, vezi
Johny K. Johansson, „Global Marketing: Research on
Foreign Entry, Local Marketing, Global Management“, în
Handbook of Marketing, editatå de cåtre Bart Weitz çi
Robin Wensley (Londra: 2002 Sage Publications), pag.
457-483. Vezi, de asemenea, Johny K. Johansson,
Global Marketing, ed. a 2-a (New York: 2003
McGraw-Hill). Pentru o serie de aspecte care privesc
cercetarea marketingului global, vezi Susan Douglas çi
Samuel R. Craig, International Marketing Research, ed.
a 2-a, (Upper Saddle River, NJ: Prentice Hall, 2000).
14. Kenichi Ohmae, Triad Power (New York: The Free
Press, 1985); Philip Kotler çi Nikhilesh Dholakia,
„Ending Global Stagnation: Linking the Fortunes of the
Industrial and Developing Countries“, Business in the
Contemporary World (primåvara 1989): 86-97.
15. Jack Neff, „Submerged“, Advertising Age, 4 martie
2002, pag. 14.
16. Adaptare dupå Vijay Mahajan, Marcos V. Pratini De
Moraes çi Jerry Wind, „The Invisible Global Market“,
Marketing Management (iarna 2000): 31-35.
17. Niraj Dawar çi Amitava Chattopadhyay, „Rethinking
Marketing Programs for Emerging Markets“, Long
Range Planning 35, nr. 5 (octombrie 2002).
18. Gabriel Kahn, „Local Brands Outgun Foreigners in
China’s Advertising Market“, Wall Street Journal,
8 octombrie 2003, pag. B6A; „The Local Touch“, The
Economist, 8 martie 2003, pag. 58.
19. Manjeet Kripalani, „Finally, Coke Gets It Right“,
BusinessWeek, 10 februarie 2003, pag. 47; Manjeet
Kripalani, „Battling for Pennies in India’s Villages“,
BusinessWeek, 10 iunie 2002, pag. 22E7.
20. „Not So Fizzy“, The Economist, 23 februarie 2002, pag.
66-67; Rajeev Batra, Venkatram Ramaswamy, Dana L.
Alden, Jan-Benedict E. M. Steenkamp çi S. Ramachander,
„Effects of Brand Local and Nonlocal Origin on
Consumer Attitudes in Developing Countries“, Journal
of Consumer Psychology 9, nr. 2 (2000): 83-95.
21. Patricia Sellers, „P&G: Teaching an Old Dog New
Tricks“, Fortune, 31 mai 2004, pag. 167-180.
22. Catherine Belton, „To Russia, with Love: The Multinationals
Song“, BusinessWeek, 16 septembrie 2002,
pag. 44-46.
23. David Welch, „GM: Gunning It in China“, BusinessWeek,
21 iunie 2004, pag. 112-115; Joann Muller, „Thanks,
Now Move Over“, Forbes, 26 iulie 2004, pag. 76-78.
24. Johny K. Johansson, „Global Marketing: Research on
Foreign Entry, Local Marketing, Global Management“, în
Handbook of Marketing, editatå de Bart Weitz çi Robin
Wensley (Londra: Sage Publications, 2002), pag.
457-483.
25. Charlene Marmer Solomon, „Don’t Get Burned by Hot
Markets“, Workforce (ianuarie 1998): 12-22.
26. Pentru o trecere în revistå academicå, vezi Leonidas C.
Leonidou, Constantine S. Katsikeas çi Nigel F. Piercy,
„Identifying Managerial Influences on Exporting: Past
Research and Future Directions“, Journal of
International Marketing 6, nr. 2 (1998): 74-102.
27. Russ Banham, „Not-So-Clear Choices“, International
Business (noiembrie – decembrie 1997): 23-25; Jenny
Strasburg, „Bob Moog: Making Small S.F. Gamemaker
a Winner“, San Francisco Chronicle, 10 septembrie
2003.
28. Brandon Mitchener, „E-Commerce: Border Crossings“,
Wall Street Journal, 22 noiembrie 1999, pag. R41.
29. Cynthia Kemper, „KFC Tradition Sold Japan on
Chicken“, Denver Post, 7 iunie 1998, pag. J4; Ted
Anthony, „KFC Spreading Its Wings and More
throughout China“, Associated Press, 16 ianuarie 2004.
30. Laura Mazur çi Annik Hogg, The Marketing Challenge
(Wokingham, England: Addison-Wesley, 1993), pag.
42-44; Jan Willem Karel, „Brand Strategy Positions
Products Worldwide“, Journal of Business Strategy 12,
nr. 3 (mai-iunie 1991): 16-19.