.

1

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3.
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:
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6.

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Tesco.

1.1 Wispa
: ,
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. 1984
.
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10


. 2003, Cadbury
(portfolio) Cadbury Cadbury Diary Milk Bubbly.
, ,
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Facebook.
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. 1750, 18307.
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11


8. 1950
1960 9. ,
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1.4 Do Us a Flavour Walkers

Walkers,
innocent Ltds .
www.mcgraw-hill.co.uk/textbooks/fahy
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( 1950)
1960 1970. ,
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11
12

13


.


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13
14

14


.
.

. ,

.
1.4.
1.1

(MR)

,
.
1990
(dotcom boom).
,
.
,
.

.
.

15


,
.
1.4

. ,
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. 2006, Ford GM 55.000 ,
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, ()

(). , 2009 2010, Toyota
9 ,
. Toyota

( 1.1).

1.1 Dell Inc.

:
Dell Inc.
;
Dell Inc.
. ,
, Michael Dell
Austin .
,
(VAR),
, .
, ,

16


. Dell
.
(make to order),

(). Dell
, .
just-in-time (
)
, 60
130 .
29.600 1990.
, , .
.
, Lenovo,
. , Dell
, ,
. .

HP, Sony Gateway
Dell. Apple iPod iPhone
iMac,
,
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. -
,
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. $50 2000, Dell
$15 2011, 5
.

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,
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17


. ,

. .
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800 .
( ).

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.
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,
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)
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2001 25
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1.1.
, .
. ,
.

15
16
17

18

.
,
. ,
.
.

1.2 Tesco .
: Tesco .
,
.
1990, Tesco

, Sainsburys. 2010
300.000 .
, ,
, .
Sir Terry Leahy
1992 (
1997).
. Tesco
,
,
.
Clubcard

. , ,
,
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, Tesco
, Asda Waitrose
. ,
, ,
. Tesco
.

19


: Rigby18 (2010).

1.1 : ;
. ,
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Apple iPhone ,
, Amazon eBay
.
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18

20


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19
20
21
22
23

21


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. . 21%
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24.

24

22


25. Doyle

26. ,

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25
26
27
28
29

23


,

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(. 1.2 1.6).
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,
. ,

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30.
.
, , ,
,

, .

1.2 Lady Gaga

: Lady Gaga
.
.

,

Lady Gaga, 2010 ,
Forbes. Queen Monster ( ),
$90
2010,
. 2011, 38
Facebook 10 Twitter ( !)

30

24


Born This Way 1
.
Stefani Germanotta , Lady Gaga 2008
The Fame
Poker Face . ,
The Fame Monster (2009) Born This Way (2011).
, 2011
, 1
You Tube 15
51 single .
.
, ,
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Monster Android.
. ,
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(crowd-sourcing) UserFarm

. Lady Gaga
.
, , ,
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.
: Sauer (2010)31, Shanyon (2011)32.
1.6 ,
,

, 33. ,

- . ,
, . ,
Kotler ,
34. ,
31
32
33
34

25


, , ,
. ,

.

, ,

. ,
, . ,
. 2010,
, Barnes and Noble, ,

,
(e-book readers)
e-readers, Amazon Kindle, iPad Apple e-reader Sony.
,
.
.
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.
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12.
.


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,

.
,
.

(marketing mix) 4 : (product),
(price), (promotion) (place).
/

26


.
,

.
,
. Facebook Twitter,
, ... . ,
,
.
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,
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35.

,
. ,
.

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(marketing audit)
SWOT



-

2, 3 4

35

27

6, 7, 8, 9, 10
11
12

. ,
.
1. ;
.
,

.
2. ,

.
,
,
.
3. , .

.

.
4.
.

.
5.
. , ,
.
6.
,
. ,

28



.
7.
.

.

1. .

2.
.
3. . ,
.
4. . .
5. ,
. .
6. www.marketingpower.com www.cim.co.uk

.

Comstock, B., R. Gulati and S. Ligouri (2010)
Review, 88(10), 908.

Unleashing the Power of Marketing, Harvard Business

Court, D. (2007) The Evolving Role of the CMO, McKinsey Quarterly, 3, 2839.
Levitt, T. (1960) Marketing Myopia, Harvard Business Review, 38, 4556.
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Vargo, S. and R. Lusch (2004) Evolving to a New Dominant Logic for Marketing, Journal of Marketing,
86(1), 117.

29

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Evans, M. (2011) Twitter Users Publishes Fresh List of Super- Injunctions. Telegraph.co.uk, 30
Mortimer, R. (2009) How to be a Big Hitter when Using Twitter, MarketingWeek.co.uk,
5 O'Reilly, l. (2011) Twitter: A Five Year History in 140 Characters,
MarketingWeek.co.uk, 21 Walters, R. (2009) Sweet to Tweet, Financial Times, 27
, 10.

2.

Drucker, P.F. (1999) The Practice of Management, London: Heinemann.

3.

Rosenberg, L.J. and J.A. Czepeil (1983) A Marketing Approach to Customer Retention, Journal of
Consumer Marketing, 2, 45- 51.

4.

Gronroos, C. (1989) Defining Marketing: A Market-oriented Approach, European Journal of

Marketing, 23 (1), 52-60.

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Farquhar, R., R. Barrie and T. Goodwin (201 0) For the Love of Wispa: A Social Media Driven
Success Story, Ware. com.

6.

Parry, C. (2008) Chocolate Bars Get Taste for Nostalgia, MarketingWeek.co.uk, 28 .

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Fullerton, R. (1988) How Modern is Modern Marketing? Marketing's Evolution and the Myth of
the 'Production Era', Journal of Marketing, 52, 108-25.

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Jones, D. and D. Monieson (1990) Early Development of the Philosophy of Marketing Thought,
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Satterthwaite, C. (2004) Trust Me, and Martin and Sophie and the Boys, Financial Times,
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Coulter, D. (2004) Magnum 7 Sins: Driving Women to Sin across Europe, Warc.com.

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O'Connell, S. (2009) Vitamin Ad Provides Flat Market with Some Fizz, Irish Times, 15 ,
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17.

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Rigby, E. (201 0) Fresh Horizons Uneasily Scanned, Financial Times, 20 , 12.

19.

James, O . (2007) Affluenza, London: Vermilion.

20.

Klein, N. (2000) No Logo, London: Flamingo Press.

21.

Linn, S. (2004) Consuming Kids: The Hostile Takeover of Childhood, New York: The New Press.

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23.

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26.

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27.

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31.

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32.

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31


35.

Borden, N. (1964) The Concept of the Marketing Mix, Journal of Advertising Research, ,
2-7.

www.mcgraw-hill.co.uk/textbooks/fahy
.

1.1

.
1.1 .
1.1

/

/ (brand manager)

.


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communications manager)
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34

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.
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, ,
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.
.

1 Jamie Oliver:

Jamie Oliver .
1999. 10 ,

Sainsburys
.
:
. , , . Jamie
, ,
, lifestyle, .

1975, Jamie ,
Essex, /.
,
Jamie, , ,
16 Westminster Catering College.
Antonio Carluccio Neal Street
, Jamie River Caf,
Rose Gray Ruth Rogers. 1997
River Caf. , Jamie
.
BBC 1999.
. ,
. ,

35


Jamie Oliver (. 1.1 Jamie).
Jamie BAFTA
Features 2000.
. The Naked Chef, Penguin Books,
-. ,
BBC, :
(The return of the Naked Chef) (Happy Days with the
Naked Chef), 1
2001 . Jamie 2001
, 17.000
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Tony Blair Downing St ,
GQ The Times Magazine, .
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36


Meals), 5.30 .. . ,
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30 Minute Meals) . ,
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100 100,4
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100 .
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The Naked Chef
Return of the Naked Chef
Happy Days with the Naked Chef
Jamies kitchen
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Jamies School Dinners
Jamies Great Italian Escape
Jamies Return to School Dinners
Jamies Chef
Jamie at Home
Jamie at Home Christmas Special
Jamies Ministry of Food
Jamie Cooks Christmas
Jamies Fowl Dinners
Jamie Saves our Bacon
Jamies American Roadtrip
Jamies Family Christmas
Jamies Food Revolution
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Jamies Dream School
Jamies Great Britain

The Naked Chef *

Return of the Naked Chef *
Happy Days with the Naked Chef*
Jamies Kitchen
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Jamies Italy
Jamies little book of big treats
Cook with Jamie
Jamie at Home
Comic Relief 2009
Jamies Ministry of Food
Jamies America
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Jamies Great Britain

2000, Jamie Sainsburys 2
. Sainsburys 480
56.000 .
(celebrity
endorsement). Oliver ,

, Sainsburys
Tesco 1996. , Oliver

37


,
, . , Jamie
14 Sainsburys.
(Try
something new today) (Feed your family for a
fiver).
1,14 ,
Sainsburys 2,5 . 2008,
2,5 .
30
Sainsburys, 5
.
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. , Sainsburys
,
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, Fifteen, . ,
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Channel Four . Oliver
Sainsburys 2011.

Fifteen
2001, Oliver
.
, ,
.
Jamies Kitchen ( Jamie) Channel 4 . ,
, 40
Jamies Kitchen .
Tatler Best Restaurant 2003
Academy Award of Excellence Tio Pepe Carlton London Restaurant Awards
. Fifteen Fifteen London
. Fifteen
,
18-24 .
.
Oliver,

38


, 70
.

2004, .
25 (
), Jamie .

,
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Better ( www.feedmebetter.com)
. 271.677
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.
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Dinners Channel 4 2006 ,
,
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Oliver, .
: Jamie Oliver Brand Consultancy

*
*
*
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39

2008 Jamie .
. Eat to Save Your Life ,
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,
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,
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,
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The Big Give, Oprah Winfrey
ABC . , , 2008 Jamies Ministry of Food,
Channel 4 ,
. , Rotherham, ,
,
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Rotherham 2010

. .

Jamie (Jamies Food Revolution)
Jamies Ministry of Food Jamies School Dinners
.
,

, .
Jamie Olivers Food Revolution ABC 2010,
, 7,5 .
Oprah ,
Letterman, Leno Nightline, The New York Times
TIME . TED 2010 (
Al Gore Bono) .
2010, Food Revolution Emmy
. Jamie Olivers Food Revolution
. 709.493

40


,
. ,
Jamie Oliver
.

Jamie . 2009,
Jamie Oliver Enterprises Pearlfisher

. Jme
2009, Jamie at Home. Jme
Jamie Oliver
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. 2011
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Home . .
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Jamie Oliver ,
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iPhone 20Minute Meals (20 ) -
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.
(premium content),
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Twitter.

41


Jamie Oliver,
.

1. Jamie Oliver
, ;
2.
.
3. Jamie Oliver ;
4. ;

David Cosgrave Matthew Cannon

Limerick ,
.

42