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1 . Marketing Definitions: A Glossary of Marketing Terms, complied by the Committee on Definitions of the American Marketing Association. Chicago, American Marketing Association, 1960.

2 . 6.

3 .: rr W. Boyd, Jr. and Sidney J.Levy. New Dimensions in Consumer Analysis. Harvard Business Review, November-December 1963, p. 12940.

4 Theodore Levitt. The Marketing Mode. N. V., McGraw-Hill, 1969, p. 2.

5 Marketing Definitions ... Op. cit.

6 Marketing Definitions ... Op. cit. .: Richard H. Holton. The Distinction between Convenience Goods, Shopping Goods and Specialty Goods. Journal of Marketing, July 1958, p. 5356; Gordon E. Miracle. Product Characteristics and Marketing Strategy. Journal of Marketing, January 1965, p. 1824.

7 Marketing Definitions... Op. cit.

8 .: Paul. It Isn't Chicken Feed to Put Your Brand on 78 Million Birds. Wall Street Journal, May 13, 1974, p. 1.

9 Research Suggests Consumers Will Increasingly Seek Quality. Walt Street Journal, October 15, 1981, p. 1.

10 .: Theodore R. Gamble.,,Brand Extension. Plotting Marketing Strategy, ed. Lee Adler. N. Y., "Simon & Schuster, 1967, p. 170171. : Name Game. Time, August 31, 1981, p. 4142.

11 .: Robert W. Young. Multibrand Entries". Adler. Plotting Marketing Strategy, p. 143164.

12 cm. General Foods Post Division (B). Case M-102, Havard Business School, 1964.

13 Product Tryouts: Sales Tests in Selected Cities Help Trim Risks of National Marketing. Wall Street Journal, August 10, 1962, p. 1.

14 Peter G. Banting. Customer Service in Industrial Marketing: A Comparative Study. European Journal of Marketing 10, 3, 1976, p. 140.

15 .: Ralph S. Alexander and Thomas L. Berg. Dynamic Management in Marketing. Homewood, 111., Richard D. Irwin, 1965, p. 419428.

16 .: Benson P. Shapiro. Industrial Product Policy: Managing the Existing Product Line. Cambridge, Mass., Marketing Science Institute, 1977, p. 910.

17 Marketing Definitions...Op. cit.




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