’ Phllip Kotler. Marketina Manaaement. Sixth Edition (New Jersey : Prentice- Hall Inc

1988). P. 72.

118 A D 3 2 5 nlsa’nnlsnlsu~nlsgn~~l

’ Pride Ferrell. Marketin&~ p. 2’25.

3 Ibid p. 225.

4 E. Jerome MC Carthy & Milliam D. Perreanllt, Essentials of.C&&&& Fifth Edition (Irwin,

LL, 1991)

’ Roman G. Hieking, JR 8. Scott W. Cooper Ib&Uz%sful Marketing PIa& (Ilinois USA

NTC Business Book, 1997) p. 134.

119

’ Philip Kotler. Marketiw Management, sixth Edition , p. 446.

AD 325 n?f%mnwu%n?sph 121

1.3 %4~76aw7~6~7ZI\9 ( S p e c i a l t y G o o d s ) ~O%.&&l~~

7 Ibid., p. 446.

122

lo Theodore Leritt, “Exploit the Product Life Cycle,” Harvard Business Review, Vol. 43 *

(November - December 1965). pp. 81 -94. Quated from Joel R Evans and Barry Berman,

Macket~ng. p. 278.

” Philip Kotler, Marketing Management, p. 345.

1

A0 325 rmkmmrEi?n’Tnlsgn&7 125

” 7Joel R. Evans and Barry Berman, Mar&tin& p. 280-283

Philip Kotler, sm p. 367.

127

I5 Eric N. BerKowitz and others, Mark&&Third Ediiton (Massachusett : Richard d. Iwin.

Inc., 1992), p. 216.

l6 Ibld., p. 31 2

I7 Joel R. Evans and Barry Berman, Marketing, p. 554.

” William M. Pride and O.C. Ferrell, Mark&@&Sixth Edition (Massachusett : Monghton

Mifflin Company, 1989), p. 567.

I9 Philip Kotler, MarketingMaoa@znL pp. 497-499.

131

132

m Courtland L Bovee and John V. Thill, b%&ebg, p. 386.

” Eric N. Berkowitz and others, Marketin% p.278.

1 3 6 AD 325 nl6hnlmlnlh~gnn”?~

*4 Joel R. Evans and Barry Berman, Marketing. pp. 363 - 364.

137

25 E. Jerome McCarthy and William D Perreanlt, JR, EssenIi&of~M&etitxg. p. 281.

AD 325 n7Gn7rn7nPn7rgnK7 139

26 William M. Pride and O.C. Ferrell, Market&& p. 437.

27 Courtfand L. Bovee and John V. Thill, Marketing, pp. 518 - 520

“Joel R. Evans and Barry Berman, bIackh& p. 455.

142 AD325 n?M'nn??n?m~n?sqn6?

(Advertising) (Sales Promotion)

(Public Relations) (Personal Selling)

” Philip Kotler, Marketing man&ement, p. 607.

143

3o Phillp Kotler. Marketing Manaqement. P. 607.

3’ Brief from Eric. N. Berkowitz and other, Marketing, pp 476 - 483.

” Brief from Eric. N. Berkowitz and other, Marketing, pp 476 - 483.

” Eric N. Berkowitz and other, Marketin& p. 487.

1 4 5

6.4.7 fll%llCibwFJ~FlFi~ (Personal Selling)

34 Courtland L. Bovee and John V. Thell, Mark&in& p. 525.

35 lbid.,p.528.

“Philip Kotler, Marketjnu&bbm@z~, p, 607.

” Eric N. Berkowitz and other, Ma&&kg p. 467.

147