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4Cs of marketing mix 317
4Ps of marketing mix 288
20:80 business model 411
a priori approaches to segmentation 203, 205–8
multiple variable 207–8
single variable 205–6
Accor 362, 373
accounting and marketing 475–6
Achilles’ heels resources 162
Achrol, R. 435–6, 436, 442
ACORN 183–4
action (AIDA model) 306
Adaptive Lab 56–7
Adidas (case study) 137–9
administrators 285
Advantage Matrix 87–9
advertising 307
capability 159
aerospace industry 441
age as basis for segmentation 178–9
aggressive quadrant in SPACE analysis 87
agnostic marketing 329
air travel, first-class (case study) 199–201
Airbnb 311
Airbus A380 76–7
alcopops 242
Aldi 123
Alexander, L.D. 459
algorithms for quantitative positioning 225
Alibaba 425
alienation in customer satisfaction 463
Allen, Kate 381–3
alliance-based marketing assets 157–8
Alliance Boots 433
see also Boots Pharmaceuticals
alliances and partnerships 436–40
joint ventures 439–40
outsourcing 437–8