..
2005
339.138(0718) 65.428-273-1 78
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.: , 2005. - 990 . (Homo faber).
ISBN 5-98118-085-4 ( .) 1 .
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339.138(075.8) 65.428-273-1
. Nedick's (1970)
ISBN 5-988-085-4 . ., 2005
, 2005
........................................................................ ................................................................................................ 9
I.
I.
1. : ........................................................................................................................... 27
2. .......................................................................................................................... 58
3. .......................................................................................................................... 89
II.
4 -
............................................................................................................. 98
5. .,. 127 6. -
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........................................................................................................... 142
7. . ,
........................................................................................................... 159
III.
8.
........................................................................................................... 178
9. ......................................................................................................................... 209
10. ......................................................................................................................... 254
. ......................................................................................................................... 290
12. .... 308 13.
.......................................................................................................... 333
IV.
14. .... 360
15. ......................................................................................................................... 378
16.
.......................................................................................................... 392
17.
.......................................................................................................... 417
V.
18. ...................................................................................................................... 429
19.
...................................................................................................... 438
20.
...................................................................................................... 463
21.
...................................................................................................... 502
22. ...................................................................................................................... 519
6
VI.
23.
........................................................................................... 537
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24. .... 557 25.
....................................................... 597
26. ( )
....................................................... 60S
27.
堠.................................................624
28. ................................... 636
VII.
29. ................... 4............................................... 663
30. ,
......................................... 690
31.
.................... *................................ 709
32. ............................................... 721
VIII.
33. ... 735
34. .... 758
35.
.............................................................. 787
II.
1. ............................................................. 805
1.1. ;
......................................................... 805
1.2. Coca-Cola ... 809
1.3. Marks & Spencer.... 810
1.4. ?................ 816
1.5. ; McDonald's .... 818
1.6. Gillette ...................................... 819
1.7. Kodak Fuji; .................................... 823
1.8. : Kellogg General Mills... 826
1.9. Levi Strauss........................................................ 827
1.10. Procter & Gamble;
.................................................................................... 828
2. .................................................................. 830
2.1. Mitsui ............................................................. 830
2.2. Bala Ltd........................................... 833
2.3. Cola: Coke Pepsi
.,......................................,....................................... 837
2.4. -.....................................................,... '839
3. .................................... 843
3.1. :
.............................................................. s.. 843
3.2, ,. 848
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3.3. Frito-Lay: ............................................................................................ 850
3.4. Goodyear Tire
.............................................................................................. 852
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3.5.
(Levi Strauss)................................................................................:.. 853
4. ................................................ 855
4.1.
........................................................................................................ 856
4.2. Procter & Gamble .............................................. 858
4.3. (Federal Express)... 860
4.4. Gerber ,
............................................................ 862
4 5.
XXI ................................ 864
4.6. Citibank : .... 866
4.7. :
...................................................................................................... 867
4.8. Colgate................................................. 869
5. ................................................. 874
5.1. .................... 875
5.2. ......................................................... 877
5.3.
1.................................................................. 878
5.4. - ....................... 878
5.5.
Apple Computer..................................................................... 880
5.6. General Motors..................................... 881
5.7. ................................................................................... 884
6. ........................................... 885
6.1. IBM :
Keiretsu.................................................................................................... 885
6.2. ... 887
6.3. .................................................................... 888
6.4. Procter & Gamble
Cover Girl................................................................................................. 890
6.5. Dean Foods ...................... 891
6.6. ............................ 892
6.7. DuPont Engineering Polymers
(DEP)........................................................................................................ 895
6.8. Zwick Electrical
Incorporated (ZE1)................................................................................... 900
7. ......................................... 910
7.1. Disney Land ......................................................................... 910
7.2. Barbie:
...................................................................................................... 913
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7.3. Chiquita
..........................,,................................................................... 915
8
7.4. ,. 916
7.5. 918
7.6. Avon 90- . XX 919
8. ......................................................................................................................... 921
8.1. 921
8.2.
Dandy.......................................................................................................... 930
8.3. Source Pcrrier
.......................................................................................................... 936
8.4. Park ........................................................................................................... 944
8.5. Harley-Davidson 948
8.6. IBM 951
8.7. McDonald's 953
1, ........................................................................................................................................................... 955
2. ............................................................................................................................................................................................. 955
3. ?......................................................................................................................................................................... 956
4. ................................................................................................................................................................................... 956
5. .................................................................................................................................................. 956
6. ............................................................................................................................................................... 956
7. ... 956
8. ( )... 957
9. > ( )............................................................................................................................................... 958
10. ............................................................................................................................................................................... 958
11, ........................................................................................................................................................... 959
12. ( )..................................................................................................................................................................... 959
13. ...................................................................................................................................................... 959
14. . .... 960
III.
......................................................................................................................... 963
......................................................................................................................... 964
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......................................................................................................................... 965
......................................................................................................................... 972
()......................................................................................................................... 977
.......................................................................... 979
......................................................................................................................... 981
......................................................................................................................... 982
......................................................................,. 986
......................................................................................................................... 987
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I.
1. : .................................................................................................................................................. 27
1. ............................................... 27
2. .................................... 31
3. ........................................................................................................................................................................... 33
4. ............................................................................................................................................................................................................. 37
5. () () ............................................................................................................... 40
6.
............................................................................................................... 42
7.
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8. 46
9. .... 48
56
2. ......................................................................................................................... 58
1. 58
2. 60
3. ( )....... 68
4. ,
............................................................................................................... 70
5. ( ) 71
6. . :
............................................................................................................... 81
.............................,................................................................ 88
3. ......................................................................................................................... 89
1. . .... 89
2. 91
3.
............................................................................................................... 93
4. 95
.......................................................................................................................... 97
.
4. -
............................................................................................................. 98
J.
................................................................................................................ 98
2. - 104
3. 108
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4. .................................................... 111
5. ................ 119
..................................................................... 125
5. .... 127
1. , ............... 127
2. ............. 128
3.
............................................................................... 139
............................................................................................. 141
6. -
.................................................................. 142
1. , , -
....................................................................... 142
2.
.......................................................................................................... 146
3. : ............................. 154
4. - ............................................... 155
5. - .................................................................................................. 156
............................................................................................. 157
7. .
, , .......................................................... 159
1. .... 159
2. ,
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3. 1
. (e-mail).................. '................................. 166
4. .............. 169
5. , ,
........................................................................................................ 171
6.
......................................................,................................................... 176
............................................................................................. 176
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8.
..................................... 178
2, ................................ 178
2.
............................................................ 184
3. -
............................................. 187
4^ .................... 191
5. :
................................... 198
.,. ................................................................................ 208
I 19
9. ................................. 209
1. ........................... 209
2.
............................... 210
3. ................................ 218
4. ,
............................................................................................. 219
5. ........................................... 229
6.
............................................................................................................ 234
7 ....................... 243
8.
.................................................................................................. 244
9. ................ 248
10. ......................................... 251
............................................................................................. 253
10. .................................. 254
1.
............................ \......................................... 254
2.
..................................................................................... 258
3. ................................................................................ *.................................. 261
4. ...................................... 269
5. . ....................................................... 271
6. ,............................................................. 286
............................................................................................. 288
, .................................. 290
1. ............................. 290
2. ...................................... 297
3.
......................................................................................................... 303
4. - ... 306
............................................................................................. 307
12. ........................ 308
1. -
....................................................................................................... 308
2. - ()
........................................................................................... 311
3. .............................. 312
4.
.................................................................. 313
5. -
, ..................................................................... 314
6.
........................................... 328
20 I
7.
.......................................... 328
....................................................................................... 332
13.
....................................................................... 333
1. ................................... 333
2. ......................................... 336
3. .................................................... 340
4. ............... 346
5. ................................... 351
6. ....................... 358
....................................................................................... 358
IV.
14. .... *. 360
J.
..................... 360
2. 364
3.
.................................................................................................. 366
4.
................................................................................................. 369
5. , ..................................................................... 371
6. - .......................................................... 372
7. - [
-........................................................................... 373
8. - ............................................................................................. 375
9. ............................... 376
...................................................................................... 377
15. .................................. 378
1. ................... 378
2.
................................................................... 382
3.
....................................................................................... 384
4.
....................................................................................... 385
5. ........................................................... 387
6.
,................................................................................... 389
...................................................................................... 391
I
21
16.
................................................. 392
1. :
. ........................................................... 392
2. .................................................................................................................... 395
3. .................................................................................................................... 400
4.
........................................................................... 403................................................................................................ *
5. .................................................................................................................... 405
6. () () ................'........................................................... 407
7. ., 409
8. - .................................................................................................................... 4l6
9. .................................................................................................................. 414
..................................................... '..................................... 416
17.
............................................................................................ 417
1. (} .................... 417
2. ()
........................................................................ 419
3. () 堠 421
4. , , 422
5. , 堠. 424
............................................................................................ 428
V.
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18. ............................. 429
1.
................................................................................................. 429
2. ........................... 430
3. ....................... 432
4.
-.................................. 433
5. ...................................... 436
............................................................................................ 437
22 I
19.
.............................................. 438
I.
..................................................................... 438
2-
........................................................................................... 444
3.
................................................................. 447
4. () ..................... 450
5. ................................................................... 451
6. ................................................................ 454
7. ()
............................................................................................ 457
S. ... 460
............................................................................................. 462
20.
......................................................,. 463
1.
................................................................................................. 463
2.
...................................................................................................... 472
3. 481
4. .... 487
5.
................................................................................................. 488
6.
............................................................. 494
7. >)>
.............................................................................................. 495
8.
................................................................................................. 497
............................................................................................. 501
21.
.............................................. 502
1. - ....................... 502
2. ...................................................... 509
3.
................................................................... 512
4.
........................................................................................ 513
5.
............................................ 516
6.
....................................................................................... 517
............................................................................................. 518
22. ......................................................... 519
1. ............................................. 519
2. ................................ 522
!
23
3. .......................................... 525
4. ...................................... 529
5.
() -.' 530
6.
.... 535
............................................................................................. 536
VI.
23.
.............................................................................................. 537
1. ....................................... 537
2. ................................................................................................. 539
3.
................................................................................................ 54!
4. ........................................................... 546
5. 555
............................................................................................. 55$
24. ........................ 557
1. ... 557
2. :
................................................................... 559
3.
............................................... 566
4. ....................... 589
5. ..