, , . , Black & Decker Ernhart. Nestle Coca-Cola .
- : , -
IV.
. , .
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-
, . GE . , , . - . .
. , , , . , , (, ).
, , . , ,
14.
, .
8, . , , - .
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. , , . General Foods, , Burger Chief, 700 , , , . General Foods , . .
, - . , . Daimler-Benz Chrysler , , , . $36 , Daimler-Benz Chrysler.
, . . , , , , .3
26-2998
IV.
, . , , IBM, , .4
, , . , , -, , , .
. , , , . 1994 . Quaker Oats, , Gatorade, $1,6 Snapple. , , $300 . Quaker , , ( ). , Quaker Snapple , , .
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, Mattel, ( , Barbie), ( Reader Rabbit, Learn to Speak Oregon Trail) The Learning Company . $3,5 Mattel The Learning Company , .
, 75 40 , , . -, . , : ? -, -
14.
, . - , , .5
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, , , , , , , -. , -. Young & Rubicam , Ogilvy & Mather Ogilvy.
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: , . , .
1980- . -, -
26*
IV.
. Sears Coldwell Bankers, Dean Witter Allstate Insurance, Allstate Savings and Loan 25 . Sears 300 , Allstate, Dean Witter Coldwell Banker. , Sears , Discover Card.
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|
. Sears, , ; , Dean Witter , Sears. Sears . , , . , , . . , -: . , , Allstate, Discover Card, Dean Witter Coldwell Banker, .
, - , . , - , , . - Wells Fargo , , . , . : , -
14.
, .
, , , . , . , , , , , . , , . 14.2.
, . . : > > > > > | ||
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. 14.2.
IV.
- () . , . , , , . Philip Morris R.J. Reynolds , General Foods, Nabisco Del Monte.
(ROI) . 1970- . Heinz Weight Watchers. Heinz . Weight Watchers 200 , $100 ( , Heinz ). Fuji Film Kodak, - , .
. , . , . , Avon , Tiffany & . Giorgio Beverly Hills, - , . Quaker Snapple, Daimler-Benz Chrysler .
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14.
. , ( ) , . . - , .
, - , , ( - , ) . . 41 , - 22%.6
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IV.
. , , , . -, . , Booz Allen, :8
1. . 25 60% . , .
2. . -, .
3. . , , .
4. . , .
, . , , . . , , . , .
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14.
, . , Friendly Ice Cream Skinner Macaroni Company.