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. Levitt, The Globalization of Markets', Harvard Business Review (May/June 1983), 92—102.
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1996). 244
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P. Kotler, Marketing Management (Englewood Cliffs, NJ: Prentice Hall, 1991);
K. Keller, Strategic Brand Management (Upper Saddle River, NJ: Prentice Hall,
1998).
245
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: |
. Keller |
and D. |
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'Managing |
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Corporate |
Brand: |
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The |
Effects |
of Corporate Marketing Activity on Consumer |
Evaluations |
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of |
Brand |
Extensions', |
Marketing |
Science |
Institute, |
Working |
Paper |
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Report No. |
97—106 (May 1997); B. Tuckey, 'Spring-Clean |
Gives Ford |
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the |
Edge', |
Business |
Review |
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Weekly |
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(15 |
Jan. |
1993), |
26—27. |
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. Min Han, 'Country Image: Halo or Summary Construct?', Journal of Marketing Research, 26 (May 1989), 222-229; D.Maheswaran, 'Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations', Journal of Consumer Research, 21, 2 (1994), 354—365.
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1'Olympics 2000: Realizing Economic and Political Opportunities',
Committee for Economic Development of Australia (Feb. 1995).
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