(Avis, Seven-Up) .
, . , Hertz Coca-Cola.
? - . ? .
, ( ), 2, , 3. - .
Pepsi-Cola Coca- Cola. Pepsi, ? , Coca-Cola. Coke Pepsi .
. , 2. Hertz , Avis, General Motors , Ford, Goodyear- , Firestone, McDonald's , Burger King, General Electric , Westinghouse.
. Kodak, IBM Coca-Cola .
- , , .
Dr. Pepper Coca-Cola ., , Mr. Pibb, Dr. Pepper. . Dr. Pepper Mr. Pibb.
IBM Xerox, , . , IBM ? . Xerox 10 IBM.
, , Kodak Polaroid. ! Polaroid , Kodak . .
. .
Campbell's Carnation Coca-Cola Colgate Crisco Del Monte Eveready Gillette Gold Medal Goodyear Hammermill Hershey's Ivory Kellogg's Kodak Life Savers Lipton Manhattan Nabisco Palmolive Prince Albert Sherwin- Williams Singer Swift Wrigley's 1923 . . , 77 , (Eveready, Manhattan Palmolive). . .
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.
, . .
, .
, , ? , , . .
, ; Coke, Canada Dry Budweiser. , .
. , . , 5 3 2 1.
? , . . , . Polaroid , Kodak . .
, . , , , .
Hertz Avis.
.
McDonald's Burger King.
, .
, 1925-1930 . Ford Chevrolet . 1931 . Chevrolet ( ) .
, , . - .
110% .
10 000 70%, 900 / .
: 400 ? : , .
, . . . ( : , .) ^ General Motors, Procter Gamble . .
. .
. . Chevrolet Ford, Coke Pepsi, Budweiser Miller, Duracell Energizer, Sotheby's Christie's. .
? ? ( . : , ? , 1.
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. , IBM , . , IBM.
1? . , , . , , 1. ? Microsoft Microsoft . .
Heineken America's #1 imported beer.
1 , . * , , . , Heineken, , . , Heineken 1 Corona Extra. .
, , . , , .
. Hi-Fi $1000 .
.
, .
, , , .
. Coca-Cola, .
. .
. , Coke, .
, : 1. , , .
.
, , .
. , Xerox. Polaroid. Zippo.
Coca-Cola Coca-Cola .
Coca-Cola , .
Coca-Cola . . IBM , Heinz , Goodyear , Coca-Cola, , . , . , , , , Coca-Cola ( ). .
. , , . , , .
. , . , . .
- General Motors $50 . ? . GM $50 66- . ( , General Motors 1979 . $66 311 200 000.) , - . Ford Chrysler. General Motors ? , Kodak . , .
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. , Microsoft * Bob . - ? , . . - , . , Coca-Cola, New .
, .
. Haloid, ( Haloid Xerox, Xerox) 5- . Kodak. Fortune Xerox 914, , - .
Xerox ? . 914 .
.
, , Xerox , , .
. , .
. . .
Coca-Cola . The Coca-Cola Company .
- , . , , .
Mr. Pibb Dr. Pepper Coca-Cola .
Xerox, , Kodak, . ] , . 20- Xerox . .
Xerox. , .
. , Xerox , .
, , Xerox . , . , -, 914. .
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.
.
. , .
Tylenol Datril, Johnson Johnson , .
, Bristol-Myers .
Johnson Johnson Datril . .
Xerox , (, ), (). , , . , Hewlett-Packard.
Gillette BIC, Good News .
. - . . , .
, . .
Tylenol, , . .
Procter Gamble.
, . , .
. , , . , .
, Procter Gamble , . , ? . , .
Ivory , . , Ivory-. .
Tide . , . Tide .
Procter Gamble , . Cascade.
Procter Gamble , : Joy, Crest, Head Shoulders, Sure, Bounty, Pampers, Comet, Charmin Duncan Hines. , , - .
.
, .
Ivory 99 .
, .
1920. NewYork Central Rail Road , . Central ( ) .
American Airlines, , .
New York Central, , , .
- . Procter Gamble . . . - ( 50 Crest). , Crest Colgate.
: Eastman .
? , ? . , , .
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, .
Sales Management, 50- , Sales Management and Marketing ( ). - . Marketing Management.
Haloid, Haloid Xerox, Xerox.
, , , Kodak Company . Eastman, Eastman Kodak, Kodak, ? . - Eastman Kodak Company.
Direct Mail Association Direct Mail-Marketing Association. .
, Direct Marketing Association? , New York Central Transportation Company . , . ( , .) New York Centmi Airline . , New York Central , . , , .
. , . ( .) , , , .
, . . .
.
Arm Hummer, , , .
Florida Citrus Commission ( ) , . , .
Business Week, , , , (40% ).
Cadillac ( ), .
, , .
1978 .
General Motors 49% , 6,1% .
Ford 34% , 4,4%.
Chrysler 15% , 1,0%.
, , 10- . , - , ? American Motors 2% , 0,4%.
General Motors 50% American Motors.
, .
, ^ , , .
, . , , , General Motors. , Chrysler.
, Chrysler Procter Gamble. PG . A Chrysler .
, Procter Gamble , Chrysler .
. , . . .
! GM 29%, Ford 25%, Chrysler DaimlerChrysler 17%, a American Motors .
, , , .
, , . General Motors , 50%. , , 29%. ? . Chevrolet? Chevrolet- , , , . , . General Motors .