Know: ‘timing is everything.’

193

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ndex
195
A&P, 17
Accountants/accounting department, role
of, 101, 104–105
Account managers, in B2B, 15
Acquisitions, 71, 174
Activities, interests, and opinions (AIOs), 
43
Actors, in marketing plan, 112
Advertising:
aim of, 2, 18–19
brand development and, 9, 161
budget, 3, 6–7, 145
competition and, 23
creativity in, 2–3
customer satisfaction in, 42
defined, 2
development process, 2, 4
development software, 82
effectiveness of, 6–7
five Ms of, 4–5
limitations of, 7–8
measurement, 6–7
media selection, 4–5
message text, 5
product life cycle and, 110
sales promotion, 160–162
successful campaigns, examples of, 3–4
wear-out, 1–2
Advertising agency:
budget, 7
functions of, 2, 4–5
pay-for-performance basis, 63
Alberto Culver, 51
Allied Van Lines, 75
Amazon.com, 12, 84, 146, 155
American Airlines, 33
American Express, 14, 71
America Online (AOL), 86
Analytics, 80–82
Anchoring, 29
Annual-plan control, 78
Apple Computer, 9, 12, 47–48, 93, 97, 127,
142
Armstrong, J. S., 121
Armstrong World Industries, Inc., 72
Asea Brown Boveri (ABB), 88
Asset turnover, 62, 69
AT&T, 72
A. T. Cross, 74
Atimex, 170
Attention Economy, The (Davenport/Beck),
19
Attribute listing, 28
Audits, 79, 115
Avis, 137
Balance sheets, 62
Bang & Olufsen, 47–48
Barnes & Noble, 84, 93, 154, 156
Bass Pro, 62
Battle plan, see Marketing plans
Baum, Herbert, 118
Bayer, 12
BBBK Pest Control, 75
Beanie Babies, 146
Becher, 66
Beck, John, 19
Behavior groups, 163
Being alive, 29
Benefit marketing, 76
Bernbach, William, 1
Berra, Yogi, 67, 70

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Best Buy, 155
Best practices, 155
Beyond MaxiMarketing (Rapp/Collins), 7
Bezos, Jeff, 14, 59, 109, 139
Big Five accounting firms, 137
Big Three auto firms, 137
Black & Decker, 12
Blackberry, 146
BMW, 97, 135
Body Shop, The, 31, 146
Boeing, 20, 177
Bogle, John, 178
Borders, 55–56, 154
Bossidy, Larry, 59, 71
Brainstorming, 29–30, 84
Branch offices, global expansion, 88
Brand(s):
advertising and, 9–10
attributes of, 10–11
benefits of, 10
building models, 13-14
development process, 9–12, 146
differentiation, 49
extension, defined, 11–13
importance of, 8
line extension and, 11–13
loyalty and, 8–9, 97
management of, 13
name selection, 10, 12
personality, 11, 27
preference for, 8–9
pricing strategies, 13
stretch, 11
successful, 11
value, 86
Brand-customer relationship, 10 
Branding, 7
Brand management myopia, 13
Brand manager, role of, 82, 161
Branson, Richard, 10, 12, 187
Braun, 83
Brighthouse, 28
British Airways, 57
Britt, Dr. Steuart Henderson, 3
Budget:
advertising, 3, 6–7, 145
financial marketing, 62
marketing plan, 113, 149
Built to Last (Collins/Porras), 21
Burger King, 10
Burnett, Leo, 2, 28
Business cards, 125
Business-to-business (B2B) marketing,
15–16, 65
Business-to-consumer (B2C) marketing, 15
Butler, Nicholas Murray, 168
Cadillac, 10
Cafferky, Michael, 185
Call centers, 179–180
Campbell Soup, 11
Capital market, 84
Carlzon, Jan, 32
Carpenter, Greg, 31, 50
Cash flow statements, 62
Cashing out, 29, 128
Casio, 83
Catalogs, 52
Category killers, 154
Caterpillar, 20, 26–27
Cathay Pacific, 23
Celebrity spokespeople, 7, 169–170
CEO, see Chief executive officer (CEO)
Chambers, John, 92
Champion, 87
Change, importance of, 16–18, 122. See also
Innovation; New product development
Channel conflict, 54–55
Channel relationships, 87
Chapman, Harry, 100
Charan, Ram, 143
Charles Schwab, 56
Chief executive officer (CEO):
brand development, 14
customer orientation, 32
financial marketing, 63
marketing role, 119
success factors, 94–96
Chief financial officer (CFO), 95–96
Chief operating officer (COO), functions of,
94
Churchill, Winston, 95, 175
Circuit City, 155
Cisco Systems, 14, 59
Citicorp, 72
Clanning, 29
Club Med, 84
Club membership, benefits of, 9, 40
CNN, 84
Coach, 87
Coca-Cola, 1, 6, 8, 12–13, 23, 47, 72, 86,
107, 140, 169
Cocooning, 29, 128
Cold calls, 180
Collins, Jim, 21
Collins, Thomas, 7
Command-and-control economies, 
122
Communication(s):
defined, 18 
in 4Cs, 109
integrated marketing communications
(IMC), 18
Internet and, 91–92
promotion, 18–19
relationship marketing, 153
sales force, 159
team guidelines, 105–106