Know: ‘timing is everything.’

partner relationship management (PRM),
55
relationship marketing, 153
Distributors, creativity and, 29
Dollar General, 129
Domino’s Pizza, 84
Dot.coms, 93
Down-aging, 29, 31, 128
Drucker, Peter, 26, 37, 54, 70, 77, 100,
139, 144, 148, 157, 174
Earnings per share (EPS), 69
Ease of access, 137
Eastern Airlines, 33
Eastman Kodak, 20, 77–78
eBay, 9, 146
E-commerce, 93–94
Economic value added (EVA), 62–63, 
68
Efficiency control, 79
Emmperative, 82
Emotional marketing, 76–77
Employee(s):
brand values and, 59
compensation, 58
creativity and, 29
as customer, 57
customer satisfaction and, 59–60
growth mentality, 73
hiring practices, 32–33, 57–58, 
187
importance of, 57, 59
internal marketing, 58–59
recognition of, 59
recruitment, 91
relationships, 87
service quality, 168
198
Index

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smile index, 168
training, 33, 179–180
value, 86
value proposition, 58
Empowerment, customer, 35–36
Engineering department, 103, 127
Entrepreneurship, 60–61
Environmental design, 46
Environsell, 115
E.piphany, 82
Estée Lauder, 162
Events, brand development and, 9
Every Business Is a Growth Business: How
Your Company Can Prosper Year after
Year (Charan/Tichy), 143
Experiential marketing, 61–62
Exporting, 88–89
Failure, influential factors, 175
Fall of Advertising and the Rise of PR, The
(Ries/Ries), 146
Fans, customers as, 38
Fantasy adventure, 29
Fay, Christopher, 139
Federal Express, 2, 84, 107
Feed forward/feed back system, 
79
Ferragamo, 2
Ferrari, 2
Ferris, Dick, 96
Finance department, 103
Financial marketing:
CEO role in, 63
components of, generally, 62–63
marketing controllers, 63
marketing effectiveness, 64
marketing efficiency, 63
Financing, competition and, 23
FitzGerald, Niall, 9
Focus groups, 115–116
Focusing, 64–66
Forbes 100, 20
Forced relationships, 28
Ford, 20, 37, 106
Ford, Henry, 175
Forecasting, 66–68
4Cs, 109
4Ps, 108–109
Free cash flow, 62
Frequency, in advertising campaign, 
5
Frequent-flier programs, 98
Fujitsu, 23
Gabor, Dennis, 68
Gardner, John, 128
Gates, Bill, 24, 92
General Electric, 14, 20, 59, 93, 104, 107,
133
General Motors, 20, 136, 147, 173
Gerstner, Lou, 96
Getty, J. Paul, 175
Giant retailers, 154–155
Gillette, 48, 50
Gilmore, James, 61
Glazer, Rashi, 50
Globalization, impact of, 139
Goals:
importance of, 68
incentive programs and, 135
types of, 69–70
Godin, Seth, 46
Goizueta, Roberto, 8, 23, 72
Golden Rule of Marketing, 38
Good to Great: Why Some Companies Make the
Leap . . . and Others Don’t (Collins),
21
Gorillas, in niching, 64–65
Go-to-market strategy:
alternatives to, 53–54
defined, 53
Graham, Katherine, 95
Graphics/graphic design, 27, 46
Grove, Andrew, 16, 100
Growth strategies, 70–73
Guarantees, 74–75
Gucci, 2
Guerrilla marketing, 64–65
Guido, Pietro, 30
Hamel, Gary, 58, 83–84, 143
Hampton Inn, 74
Hanes, 87
Hanlin, Russell, 8
Hard Rock Café, 61
Harkness, Richard, 100
Harley Davidson, 9, 27, 38, 97, 137, 141,
172
Heinz, 12
Henderson, Bruce, 141, 171
Hertz, 170
Heskett, Jim, 59
Hewlett-Packard (HP), 14, 16, 56, 107,
127, 185
Hewlett-Packard/Compaq iPAQ Pocket PC,
12, 47
Hidden assets, 73
Hidden Champions (Simon), 65
Hillshire Farms, 87
Hock, Dee, 173
Holiday Inn, 42
Holistic marketing, 119–120
Home Depot, 71, 155
Honda, 42, 83
HP/Compaq, 93
Hudson River Group, 114
Human resources, see Employee(s);
Recruitment; Training programs
Index
199

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Huxley, Thomas, 175
Hypercompetition, 139
Hypercompetitive Rivalries (D’Aveni), 17
Hypermarkets, 154
Hyundai, 136
Iacocca, Lee, 139
IBM, 23, 40, 49, 93, 107, 122, 158, 
165
Idea manager, role of, 85
Idea markets, 29–30, 84
IKEA, 22, 27, 84, 129, 132, 137, 
172
Image:
brand, 156, 162
differentiation strategies, 51
importance of, 76–77
Impact, in advertising campaign, 5
Implementation:
buy-in, 78
problems with, 77–78
Incentive programs, 59, 135
Income statements, 62
Industry-oriented companies, 131
Industry par, 137
Information exchange systems, global
expansion, 89
Information gathering, see Data collection
strategies
Information management, 80–82
Information technology (IT) department,
104
Innovation:
importance of, 31, 83–85
index, 85
In Search of Excellence (Peters/Waterman),
21
Inside-out thinking, 73
Intangible assets, 86–87
Integrated channels, 56
Integrated marketing communications
(IMC), 18
Intel, 16, 59, 107
Intellectual capital value, 86–87
Internal marketing, 17, 58–59
International expansion, 71
International marketing:
benefits of, 87
brand name, 87–88
developing countries, 89
development stages, 88
failure factors, 90
management, 89
market share, 89
troubled countries, 89–90
Internet:
benefits of, 91–93, 182
corporate web site, 94
e-commerce, 93–94
pricing strategy, impact on, 139
retail industry, impact on, 155
Interviews, market research, 117–118
Intranet, 92
Inventory management, 81
Jaguar, 46–47
Japanese strategies:
customer needs, 30
innovation, 83–84
inventory management, 81
marketing departments, 130
market research, 116
performance measurement, 133
profit/profitability objectives, 144–145
quality management, 147–148
J. D. Powers, 42
Johnson & Johnson, 8, 65, 107, 
125
J. P. Morgan, 20
Junk mail, 46, 52
Kaizen, 100
Kamprad, Ingvard, 127
Kanter, Rosabeth Moss, 99, 129
Kelleher, Herb, 59, 187
Kellogg, 20
Kmart, 17, 149
Knowledge:
management, 80
value of, 86
Kotter, John, 59
Kraft, 141
Kumar, Nirmalya, 164, 172
Lands End, 60, 179
Lanning, Michael, 183
Lao-tzu, 95
Lauterborn, Robert, 109
Layoffs, 150
Leacock, Stephen, 2
Leadership:
chief executive officer (CEO), 94–96
chief financial officer (CFO), 95–96
chief operating officer (COO), 94
circle, 137
effective, 95–96
egotism and, 96
functions of, 95
respect for, 95
success factors, 95–96
vision, 95–96
Lean businesses, 87, 151
Le Carré, John, 100
Levi’s, 12, 94
Levitt, Theodore, 23, 50, 140, 142, 
167
Lexus, 12–13, 83
Licenses, 86