Читаем Маркетинг для государственных и общественных организаций полностью

Маркетинг для государственных и общественных организаций

Примечания

1

Osborne, David and Gaebler, Ted. Reinventing Goverment: How the Entrepreneurial Spirit Spirit Is Transforming the Public Sector. Addison-Wesley, 1992, pp. 20–21, 45–48.

2

Там же.

3

The United States Postal Service: An American History 1775–2002, Introductory Letter, Publication 100, September 2003, United States Postal Service, Washington D. C.

4

The United States Postal Service: An American History 1775–2002, Publication 100, September 2003, United States Postal Service, Washington D. C., p. 25.

5

2004–2008 USPS Five-Year Strategic Plan (September 2003) (доступен на USPS.com), www.usps.com.

6

Philip Kotler and Kevin L. Keller, Marketing Management, 12th ed. (Upper Saddle River, NJ: Prentice Hall, 2005), pp. 15–23.

7

Peter F. Drucker, Management: Tasks, Responcibilities, Practicies (New York, Harper Row, 1973), pp. 64–65.

8

Philip Kotler and Alan Andreasen, Strategic Marketing for Nonprofit Organizations, 4th ed. (Upper Saddle River, NJ: Prentice Hall, 1991), p. 125.

9

Там же.

10

Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001, pp. 193–197.

11

Там же.

12

Everett M. Rogers, Diffusion of Innovations, 5th ed. (New York: Free Press, 2003).

13

Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001), pp. 245–261.

14

Там же, pp. 259–262.

15

Там же, pp. 266–267.

16

John Zagula and Richard Tong, The Marketing Playbook: Five Battle-Tested Plays for Capturing and Keeping the Lead in Any Market (New York: The Penguin Group, 2004).

17

Kotler and Keller, Marketing Management, p. 372.

18

Kotler and Armstrong, Principles of Marketing, p. 371.

19

Philip Kotler, Ned Roberto, and Nancy Lee, Social Marketing: Improving the Quality of Life (Thosand Oaks, CA: Sage, 2002), p. 264.

20

Kotler and Keller, Marketing Management, p. 20.

21

Robert Lauterborn, «New Marketing Litany: 4P’s Passe; C-Words Take Over», Advertising Age, October 1, 1990, p. 26.

22

Kotler and Andreasen, Strategic Marketing, p. 617.

23

Kotler and Andreasen, Strategic Marketing, p. 618.

24

American Marketing Association, 2004.

25

Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001), pp. 72–73.

26

Philip Kotler and Kevin L. Keller, Marketing Management, 12th ed. (Upper Saddle River, NJ: Prentice Hall, 2005), p. 699.

27

International Obesity Task Force, «Childhood Obesity», May 4, 2005, http://www.iotf.org/childhood/.

28

United Press International: Food: «TV chef transforms U.K. school meals», March 22, 2005,(accessed May 2, 2005).

29

Sidney Morning Herald, «Jamie gives school meals the wooden spoon», March 24, 2005, www.smh.com.au.

30

Там же.

31

International Herald Tribune, «Chef whips U.K. school cafeterias into shape», April 25, 2005, Sarah Lyall, The New York Times, http://iht.com/bin/print_ipub.php?file=/articles/2005/04/24/news/cook.php.

32

Там же.

33

Там же.

34

Там же.

35

United Press International: Food: «TV chef transforms U.K. school meals», March 22, 2005, http://www.upi.com/view.cfm?StoryID=20050322=101930-7242r.

36

Future School News,(accessed May 2, 2005).

37

Sydney Morning Herald, «Jamie gives school meals the wooden spoon», March 24, 2005, www.smh.com.au.

38

United Press International: Food: «TV chef transforms U.K. school meals», March 22, 2005, http://www.upi.com/view.cfm?StoryID=20050322=101930-7242r.

39

40

Sydney Morning Herald, «Jamie gives school meals the wooden spoon», March 24, 2005, www.smh.com.au.

41

42

Kotler and Armstrong, Principles of Maketing, p. 300.

43

Silicon Valley Power, City of Santa Clara, California, publication, 2002.

44

http://siliconvalleypower.com (accessed May 9, 2005).

45

David Osborne and Ted Gaebler, Reinventing Goverment: How the Entrepreneural Spirit Is Transforming the Public Sector (Plume, 1993), pp. 193–194.

46

Kotler and Armstrong, Principles of Maketing, p. 294.

47

http://www.ezpass.com (accessed May 9, 2005).

48

Kotler and Armstrong, Principles of Marketing, pp. 338–353.

49

Там же, p. 340.

50

Osborne and Gaebler, Reinventing Government, p. 219.

51

http://www.lyricksfreak.com/k/kenny-rogers/77876.html (accessed May 12, 2005).

52

http://www.2good2toss.com.

53

http://www.ojp.usdoj.gov/pressreleases/OJJDP05008.htm.

54

http://www.amberalert.gov/ (acessed May 12, 2005).

55

Kotler and Keller, Marketing Management, pp. 322–324.

56

Адаптировано из Kotler and Keller, Marketing Management, pp. 322–331.

57

Там же.

58

James Nevels, «Reading, Writing, ROI», Forbes, March 14, 2005, p. 38.

59

The Communication Initiative – Experiences – Nepalese Health Fairs – Nepal(accessed May 19, 2005).

60

Официальный сайт музея Лувра,(accessed May 19, 2005).

61

Там же.

62

National Highway Traffic Safety Administration, «The Economic Impact of Motor Vehicle Crashes», 2000, Technical Report Documentation. Report date, May 2002.

63

National Highway Traffic Safety Administration, «Program for Hispanics»,(accessed May 26, 2005).

64

Там же.

65

U. S. Department of Transportation – NHTSA, «The Facts to Buckle Up America»,buasbteens03/.

66

U. S. Department of Transportation – NHTSA, «Click it or Ticket 2005 Mobilization – Fact Sheet: Safety Belt Use»,(accessed May 26, 2005).

67

http://www.nhtsa,dot.gov/people/injury/airbags/clickit_ticket03/ciot-report04/CIOT%20May%202003/pages/Intro.htm (accessed May 26, 2005).

68

U. S. Department of Transportation – NHTSA, «Click it or Ticket 2005 Mobilization – Fact Sheet: Safety Belt Use»,(accessed May 26, 2005).

69

http://www.tdot.state.tn.us/ClickItorTicket/.

70

«Not bucklin up? Click It or Ticket program returns», Detroir Free Press,(accessed May 26, 2005).

71

Там же.

72

U. S. Department of Transportation – NHTSA, «Click it or Ticket 2005 Mobilization – Fact Sheet: Safety Belt Use»,(accessed May 26, 2005).

73

NHTSA, Economic Impact of Crashes 2002.

74

U. S. Department of Transportation – NHTSA, «Click it or Ticket 2005 Mobilization – Fact Sheet: Safety Belt Use»,(accessed May 26, 2005).

75

«Not bucklin up? Click It or Ticket program returns», Detroit Free Press,(accessed May 26, 2005).

76

Philip Kotler and Kevin L. Keller, Marketing Management, 12th ed. (Upper Side River, NJ: Prentice Fall, 2005), pp. 437–450.

77

Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001), p. 403.

78

* То есть автомобилей на биотопливе или с электрическим двигателем. – Примеч. ред.

79

Rama Lakshmi, «A Meal and a Chance to Learn». Special to The Washington Post, April 28, 2005.

80

Там же.

81

Don Edwards Post, «Ten-Hut! The Army’s Bungling Recruitment», Washingtonpost.com, Sunday, June 12, 2005.

82

Ann Scot Tyson, «Army Aims to Catch Up on Recruits in Summer», Washingtonpost.com, Saturday, June 11, 2005.

83

The Week, May 6, 2005, p. 8.

84

John Ritter, «Towns offer free landto newcomers», USA Today, February 9, 2005, p. 1.

85

http://kansasfreeland.com (accessed June 27, 2005).

86

Arthur Stamoulis, «Tax on Plastic Bags Works», The Woodchuck Cafe,(accessed June 28, 2005).

87

«Irish bag tax hailed success», BBC News, Tuesday, August 20, 2002,(accessed June 28, 2005).

88

«Owners told to walk dogs or pay up». The Courier Mail, Queensland Newspapers, April 24, 2005, http://www.thecouriermail.news.com.au/printpage/0,5942,15070795,00.html.

89

Peter Edidin, «Birds and beers in Singapore», International Herald Tribune, Tuesday, February 10, 2004, p. 2.

90

«Measure of Sustainability Eco-Labeling», http://www.canadianarchitect.com/asf/perspectives_sustainability/measures_of_sustainability/measures_of_sustainability_ecolabeling.htm.

91

http://www.blauer-engel.de/englisch/navigation/body_blauer_engel.htm.

92

King County Animal Services, http://www.metrokc.gov/lars/animal/services/plindex.htm.

93

The Filthy 15,(accessed March 7, 2006).

94

Population Services International (PSI/Nepal. Author interview, September 2005).

95

Metro Transit – Park and Ride Minneapolis/St. Paul Metro Area,(accessed August 24, 2005).

96

Wisconsin Tobacco Quit Line: Fax to Quit Program,(accessed August 24, 2005).

97

U. S. Census Press Releases, «U. S. Voter Turnout UP in 2004, Census Bureau Reports»,(accessed August 24, 2005).

98

«Vote by Mail», Fairvote.org,(accessed August 24, 2005).

99

MidCentral District Health Board, New Zeland,(accesed August 25, 2005).

100

The Citizen, The Newsletter of Citizens for Marylend Libraries, Number 3, Summer 2000 (Jennifer McMenamin, Baltimore Sun, March 17, 2000).

101

Triangle Transit Authority,(accessed August 22, 2005).

102

«Jail Adopts Video Visitation»,(accessed August 26, 2005).

103

Jessica Cowal, «Rapid HIV tests offered where those at risk gather: Seattle health officials get aggressive in AIDS battle by heading to gay clubs, taking a drop of blood and providing answers in 20 minutes», Chicago Tribune, January 2, 2004,ct/2004/CT040101.html (accessed May 25, 2005).

104

24/7 Live Help – Utah.gov, http://www.utah.gov/contact.html.

105

Washington State Liquor Control Board, «Sunday Sales Begin Sept. 4 in 20 State Stores», August 19, 2005,(accessed September 4, 2005).

106

The Government of the Hong Kong Special Administrative Region– Immigration Department,(accessed September 4, 2005).

107

Al Ries and Jack Trout, Positioning: The Battle for Your Mind (New York: Warner Books, 1986), p. 2.

108

«Brandiris» – это термин, используемый Полом Хоскинсом, директором консалтинговой фирмы Precedent, http://society.guardian.co.uk/thinktank/story/0,14097,1229027,00.html.

109

От англ. brand – тавро. – Примеч. перев.

110

Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2005), p. 278.

111

Там же, p. 301.

112

Kotler and Armstrong, Principles of Marketing, p. 302.

113

Там же, p. 284.

114

Philip Kotler and Kevin L. Keller, Marketing Management, 12th ed. (Upper Saddle River, NJ: Prentice Hall, 2005), p. 278.

115

Там же, p. 390.

116

Kotler and Keller, Marketing Management, p. 281.

117

Там же, p. 280.

118

«Smokey Bear Guidelines», February 2004,(accessed September 21, 2005).

119

http://www.ams.usda.gov/nop/Consumers/brochure.html.

120

CDC, «Preventing Chronic Desease», http://www.cdc.gov/pcd/issues/2004/jul/04_0054.html.

121

Kotler and Keller, Marketing Management, p. 282.

122

«Don’t Mess with Texas» Web site,(accessed September 25, 2005). «Don’t Mess with Texas» – зарегистрированная торговая марка Департамента транспорта штата Техас.

123

Там же.

124

«Smokey Bear Guidelines», February 2004,(accessed September 21, 2005).

125

Hong Kong International Airport Web site,(accessed September 28, 2005).

126

Leon Stafford, «Brand Atlanta to Launch New Advertising Campaign», April 21, 2005, Atlanta Journal-Constitution.

127

Там же.

128

Официальный сайт Афинской Олимпиады 2004 г.,(accessed September 28, 2005).

129

National Crime Prevention Council, Guidelines for McGruff and Related Marks, «A Capsule History of McGruf and the Nationak Citizens’ Crime Prevention Campaign», pp. 22–24.

130

National Crime Prevention Council Web site,(accessed September 28, 2005).

131

Kotler and Keller, Marketing Management, pp. 294–295.

132

«The New D.A. R. E. Program»,(accessed September 30, 2005).

133

Charlie Parsons, President and Chief Executive Director of D.A.R.E., «The New D.A. R. E. Program»,(accessed September 30, 2005).

134

«The New D.A. R. E. Program»,(accessed September 30, 2005).

135

Ries and Trout, Positioning: The Battle for Your Mind, pp. 143–147.

136

Из материалов интервью, взятого автором в ноябре 2005 г. по e-mail у маркетингового директора программы Organ Donation Breakthrough Collaborative.

137

PSI Profile, Social Marketing and Communications for Health, December 2004, The Ultimate Stamps of Approval: «Postal Campaigns Deliver AIDS Information Beyond Mass Media», www.psi.org.

138

John Henshaw, «Safety and Health add value to your Business, Workplace and Life», April 21, 2004, 8th Biennal Governor’s Pacific Rim Safety and Health Conference, http://www.osha.gov/pls/oshaweb/owadisp.show_document?p_table=SPEECHESp_id=755.

139

Ready.gov – с сайта U. S. Department of Homeland Security,(accessed October 5, 2005).

140

Al Ries and Jack Trout, Positioning: The Battle for Your Mind (New York: Warner Books, 1986) pp. 11–13.

141

«Law, Regulation Economy», Marketing News, February 15, 2006, p. 4.

142

Herbert C. Kelman and Carl I. Hovland, «Reinstatement of the Communication in Delayed Measurement of Opinion Change», Journal of Abnormal and Social Psychology 48 (1953): pp. 327–355.

143

Philip Kotler and Kevin L. Keller, Marketing Management, 12th ed. (Upper Saddle River, NJ: Prentice Hall, 2005), p. 546.

144

Chisaki Watanabe, «Japanese shedding ties to ease warming», Associated Press, The Seattle Times, Business Section, June 2, 2005.

145

Randy Dotinga, «Military channel reports for duty», Christian Science Monitor,(accessed October 27, 2005).

146

Kotler and Keller, Marketing Management, p. 536.

147

Веб-сайт Корпуса мира, Media Section,(accessed October, 31, 2005).

148

См. Neil Neroutsos, «Snohomish PUD Tackles Enron: Northwest Utility Uncovers Evidence Showing Widespread Corruption», Northwest Public Power Association Bulletin, July 2004, pp. 25–27.

149

«Best Practices in Community Policing» с Уэсли Скоганом, профессором политологии в Институте политических исследований при Северо-Западном университете PBS, August 17, 2004.

150

Hanley and Wood, Public Works, June 2005, 136 (7), www.pwmag.com, pp. 28–31.

151

Tennesee Valley Authority, «Put Green Power to Work», http://www.tva.gov/greenpowerswitch/gree_comm.htm.

152

«Dagen H», Wikipedia, the free encyclopedia,(accessed October 3, 2005).

153

Kotler and Keller, Marketing Management, p. 548.

154

OnPoint Marketing and Promotions, «Buzz Marketing»,(accessed November 1, 2005).

155

John Tierney, «Magic Market Strategy», September 6, 2005, nytimes.com/travel.

156

Alan Andreasen and Philip Kotler, Strategic Marketing for Nonprofit Organizations, 6th ed. (Upper Saddle River, NJ: Prentice Hall, 2002), p. 490.

157

Там же.

158

Там же.

159

Philip Kotler, Ned Roberto, and Nancy Lee, Social Marketing Improving the Quality of Life (Thousand Oaks, CA: Sage, 2002), p. 307.

160

Там же.

161

Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001), pp. 515–518.

162

Фрисби – игрушка «летающая тарелка». – Примеч. ред.

163

Alan Brunacini, Fire Chief, City of Phoenix, Fire Department, «Essentials of Fire Department Customer Service», 1966. Copyright by Alan Brunacini. Выдержки из этой книги и из интервью, данных 10 и 11 апреля 2005 г.

164

Там же.

165

Ann Laurent, Associate Editor, Government Executive Magazine, «The Big Picture on Customer Feedback», EPA Customer Service Conference, November 30 – December 1, 1999,htm.

166

U. S. Census Bureau, Strategic Plan 2004–2008,(accessed April 21, 2005).

167

U. S. Census Bureau, Census 2000 Mail Return Rates, January 30, 2003, Final Report.p.v.

168

Philip Kotler and Kevin L. Keller, Marketing Management, 12th ed. (Upper Saddle River, NJ: Prentice Hall, 2005), p. 140.

169

Robert Spector and Patrick McCarthy, The Nordstrom Way to Customer Service Excellence (Hoboken, NJ: John Wiley Sons, 2005), p. xiii.

170

Там же, p. 91.

171

Spector and McCarthy, The Nordstrom Way to Customer Service Excellence, p. 115.

172

Там же, p. 122.

173

Singapore Changi Airport,infr_airport.htm (accessed March 3, 2005).

174

Unisys, «Singapore’s Changi International Airport Services (CIAS) ‘Checking In’ with New Unisys Solution to Expedite Passenger Processing»,(accessed April 21, 2005).

175

United Kingdom Passport Service, «UK Passport Service: Improvig Passport Security and Tackling ID Fraud», Press Release March 24, 2005,(accessed April 25, 2005).

176

Там же.

177

Tony Kontzer, «Government Agencies Look to CRM Software», Information Week, December 6, 2004,(accessed April 7, 2005).

178

«Feeds pump up the CRM», MM, March/April 2002, p. 5.

179

Joseph Sensenbrenner, «Quality Comes to City Hall», Harvard Business Review, March – April 1991, p. 68.

180

Там же.

181

Institute for Citizen-Centered Service, «Benchmarking: Benefits and Lessons Learned»,(accessed April 25, 2005).

182

The American Customer Satisfaction Index,(accessed April 27, 2005).

183

Ned Roberto, How to Make Local Governance Work (Asian Institute of Management, 2002).

184

Ian Sample, «Fat to fit: how Finland did it», The Guardian, Saturday, January 25, 2005, http://www.guardian.co.uk/befit/story/0,15652,1385645,00.html.

185

Там же.

186

Там же.

187

Там же.

188

Illka Vuori, Becky Lankenau, and Michael Pratt, «Physical Activity Policy and Program Development: The Experience in Finland», Public Health Reports, May – June 2005, Volume 119, pp. 331–345.

189

Ian Sample, «Fat to fit: how Finland did it», The Guardian, Saturday, January 25, 2005, http://www.guardian.co.uk/befit/story/0,15652,1385645,00.html.

190

Philip Kotler, Ned Roberto, and Nancy Lee, Social Marketing: Improving the Quality of Life (Thousand Oaks, CA: Sage, 2002), p. 5.

191

Behavior Risk Factors Surveillance System, http://www.cdc.gov/brfss/.

192

J. Prochaska and C. DiClemente, «Stages and Processes of Self-Change of Smoking: Toward of Integrative Model of Change», Journal of Consulting and Clinical Psychology, 51, 1983, pp. 390–395.

193

Alan Andreasen, Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Enviroment (San Francisco: Jossey-Bass, 1995), p. 148.

194

http://oee.nrcan.ge.ca/transportation/idling/material/campaignresources.cfm?=28#stickers. Http://toolsofchange.com/English/CaseStudies/default.asp?ID=181.

195

B. Smith, «Beyond ‘Health’ as a Benefit», Social Marketing Quarterly, 9(4), Winter 2003, pp. 22–28.

196

Michael Rotshild, Plenary Presentation, 13th Annual Social Marketing in Public Health Conference, June 2003.

197

Michael Rotshild, «Accomodating Self-Interest», Social Marketing Quarterly, 8(2), Summer 2002, pp. 32–35.

198

Tools of Change Case Study, «Road Crew Reduces Drunk Driving»,(accessed November 4, 2005).

199

Snohomish Health District, Washington State, Marketing Plan, April 2003.

200

Tendal Dhliwayo, «Taking you home», Ciy of Johannesburg Official Web site, April 23, 2003,(accessed October 20, 2005).

201

City of Austin, «Scoop the Poop: Dogs for the Environment Web site,(accessed November 18, 2005).

202

Kotler, Roberto, and Lee, Social Marketing, p. 308–309.

203

A. G. Greenwalk, C. G. Carnot, R. Beach, and B. Young «Increasing voting behavior by asking people if they expect to vote», Journal of Applied Psychology, 72, 1987, pp. 315–318.

204

Doug McKenzie-Mohr, Quick Reference: Community-Based Social Marketing, www.cbsm.com.

205

D. McKenzie-Mohr and W. Smith, Fostering Sustainable Behavior, p. 61.

206

Alan Andreasen, Marketing in the 21th Century (Thousand Oaks, CA: Sage, 2006), p. 11.

207

AED Center for Enviromental Strategies, «From Crisis to Consensus: A New Course for a Water Efficiency in Jordan», 2004.

208

Causes Effects, The Newsletter of Corporate Alliances with Charitable Causes, 19)8), August 2005, p. 1.

209

Philip Kotler and Nancy Lee, Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (Hoboken, NJ: John Wiley Sons, 2005), p. 5.

210

Там же, p. 12.

211

Johnson Johnson, «Johnson Johnson Campaign Raises $7 Million for Nursing Shortage», Press Release, May 10, 2005, http://wwwjnj.com/news/jnj_news/20050509_164453.htm.

212

http://www.jnj.com/home.htm.

213

American Express Company, «American Express Launches National Campaign to Help Reopen the Statue of Liberty; Pledges a Minimum of $3 million with Cardmember Support», News Release, November 25, 2003.

214

Kotler and Lee, Corporate Social Responsibility, p. 13.

215

Там же, p. 106.

216

Tools of Change Case Study, «Back to Sleep – Health Canada SIDS Social Marketing Campaign»,(accessed July 26, 2005).

217

Kotler and Lee, Corporate Social Responsibility, p. 31–32.

218

Интервью, взятое автором по e-mail у менеджера по глобальным коммуникациям и ПР компании GE Consumer Industrial Products в сентябре 2003 г. Kotler and Lee, Corporate Social Responsibility, pp. 152–153.

219

Motorola Inc., «Motorola: Leadership Programs to Protect the Enviroment»,(accessed April 16, 2004).

220

Kotler and Lee, Corporate Social Responsibility, p. 217.

221

Там же.

222

Casey Family Program, «Public-private partnership to improve Wyoming’s child welfare system», December 17, 2003, http://www.casey.org/MediaCenter/PressRleasesAndAnnouncements/121703WyomingPartnership.htm.

223

http://www.adcouncil.org/campaigns/.

224

Там же.

225

http://www.Puravidacoffe.com.

226

Department of Homeland Security, «Secretary Ridge Addresses American Red Cross in St. Louis», May 21, 2004, http://www.dhs.gov/dhspublic/display?theme=44content=3575print=true.

227

Department of Homeland Security, «Homeland Security and American Red Cross Co-Sponsor National Preparedness Month 2005», Press Release, June 9, 2005, http://www.dhs.gov/dhspublic/display?theme=43content=4538print=true.

228

New Zeland Injury Prevention Strategy,(accessed August 1, 2005).

229

Kotler and Lee, Corporate Social Responsibility, pp. 263–276.

230

Проект был осуществлен на средства Research for International Tobacco Control (RITC), организации, секретариат которой находится в International Development Research Centre (IDRC), Оттава, Канада.

231

Philip Kotler and Gary Armstrong, Principles of Marketing, 9th ed. (Upper Saddle River, NJ: Prentice Hall, 2001), p. 138.

232

Andreasen, Marketing Social Change: Changing Behavior to Promote Health, Social Development, and the Environment (San Francisco: Jossey-Bass, 1995), p. 98.

233

http://factfinder.census.gov/home/saff/main.html?_lang=en (accessed March 26, 2005).

234

Andreasen, Marketing Social Change, p. 98.

235

Philip Kotler and Kevin L. Keller, Marketing Management, 12th ed. (Upper Saddle River: Prentice Hall, 2005), p. 104.

236

Там же, p. 106.

237

Там же, p. 111.

238

Kotler and Armstrong, Principles of Marketing, p. 152.

239

Там же, p. 153.

240

Andreasen, Marketing Social Change, p. 105.

241

Alan Andreasen, Marketing Research That Won’t Break the Bank: A Practical Guide to Getting the Information You Need, 2nd ed. (San-Francisco: Jossey-Bass, 2002).

242

Alan Andreasen and Philip Kotler, Strategic Marketing for Nonprofit Organizations, 6th ed. (Upper Saddle River, NJ: Prentice Hall, 2002), pp. 500–502.

243

U. K. Government News Network, «New Campaigns to Reduce Gum Litter»,(accessed March 13, 2006).

244

U. K. Department of Enviroment Food and Rural Affairs, «Local enviromental quality: Chewing gum pilot campaigns», http://www.defra.gov.uk/enviroment/localenv/gum/pilot.htm.

245

Министерство труда США,(accessed March 20, 2006).

246

Joseph Perello, NYC Marketing, «The Forth New York», из выступления в марте 2004 г. на втором ежегодном заседании «круглого стола» по вопросам маркетинга, проводимого журналом «Economist», http://www.nyc.gov/html/nycmktg/html/cmo_bio/economist.shtml.

247

Там же.

248

Там же.

249

Там же.

250

Joseph Perello, «The Power of Being Unreasonable», CMO Magazine, September 2005, New York City, http://www.cmomagazine.com/read/090105/joseph_perello.html.