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 Paul Hague, 2019

This translation of The Business Models Handbook is published by arrangement with Kogan Page.

    , , .   , 2019


* * *







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05

 

   





       


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       .      1918.,   ,   .  1936.       ,        .  -     ,   RAND Corporation    Lockheed Aircraft[11 - . https://en.wikipedia.org/wiki/Igor_Ansoff (https://en.wikipedia.org/wiki/Igor_Ansoff).].          1957.     Harvard Business Review[12 - Ansoff, I. (1957) Strategies for diversifcation, Harvard Business Review, 35 (5), pp. 11324.].                        2002.




 


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:      

 Coca-Cola            .       ,     .    Vitaminwater[15 - . http://www.investopedia.com/articles/markets/081315/vitaminwaterhas-been-cocacolas-best-purchase.asp (http://www.investopedia.com/articles/markets/081315/vitaminwaterhas-been-cocacolas-best-purchase.asp).]




  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=42551479)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


     ,  ,     ,      .       ,      . . .




2


McCarthy, E. J. (1960) Basic Marketing: A Managerial Approach, Richard D. Irwin, Homewood.




3


Ettenson, R., Conrado, E. and Knowles, J. (2013) Rethinking the 4Ps, Harvard Business Review, January February.




4


MacRury, I. (2008) Advertising, Routledge, Abingdon.




5


Dukesmith, F. (1904) Three natural fields of salesmanship, Salesmanship, January, 2 (1), p. 14.




6


Russell, C. P. (1921) How to write a sales-making letter, Printers Ink, June.




7


Sheldon, A. (1911) Successful Selling, part 1, Kessinger Publishing, Montana.




8


Lavidge, R. J. and Steiner, G. A. (1961) A model for predictive measurements of advertising effectiveness, Journal of Marketing, 25, October.




9


 .   . .: ,   , 2012.




10


         ,      (     頖 NAICS).




11


. https://en.wikipedia.org/wiki/Igor_Ansoff (https://en.wikipedia.org/wiki/Igor_Ansoff).




12


Ansoff, I. (1957) Strategies for diversifcation, Harvard Business Review, 35 (5), pp. 11324.




13


. http://www.economist.com/node/11701586 (http://www.economist.com/node/11701586).




14


. https://en.wikipedia.org/wiki/Coca-Cola_Zero (https://en.wikipedia.org/wiki/Coca-Cola_Zero).




15


. http://www.investopedia.com/articles/markets/081315/vitaminwaterhas-been-cocacolas-best-purchase.asp (http://www.investopedia.com/articles/markets/081315/vitaminwaterhas-been-cocacolas-best-purchase.asp).


