Index Name Aaker, David A., 203 Aaker, Jennifer, 157 Aaron, Hank, 533 Abate, Tom, 108 Abelson, Jenn, 533 Adamy, Janet, 272 Adler, Jerry, 83 Aguilera, Christina, 402 Aksoy, Lerzan, 129 Aldrin, Buzz, 295 Allen, James, 30 Allen, Paul, 93 Allison, Melissa, 148 Ambler, Tim, 115 Anderson, Chris, 235, 385 Anderson, Diane, 649 Anderson, James C., 199, 231, 400, 461 Andreassen, Tor Wallin, 129 Aniston, Jennifer, 293 Ansari, Kimia M., 238 Ante, Spencer E., 369 Aquilla, Frank, 602 Ariely, Dan, 176 Armstrong, Lance, 29 Armstrong, Shelagh, 75 Arndt, Michael, 403 Arnould, Eric J., 254 Aronson, Arnold, 387 Arroniz, Inigo, 46, 47 Auguste, Byron G., 377 Austen, Ian, 593 Bailey, Jeff, 413 Bajarin, Tim, 59 Baker, David R., 58 Balachnadar, Subramanian, 344 Baldwin, Alec, 486 Bamford, Joanna, 149 Bannan, Karen J., 552 Barbaro, Michael, 95 Barrett, Colleen, 413 Bartz, Carol, 33 Basu, Amiya, 344 Batelle, John, 552 Bauer, Margie, 602 Baumgartner, Hans, 104 Beckham, David, 6, 477 Bedbury, Scott, 267 Beene, Geoffrey, 288 Begley, Ed, Jr., 81 Belch, George, 166 Belch, Michael, 166 Bello, John, 305, 553 Bemner, Brian, 353 Bendapudi, Neeli, 381 Berfield, Susan, 458 Berger, Jonah, 339 Berner, Robert, 270, 565, 575 Berry, Leonard L., 372, 374, 381 Berry, Tim, 55 Bertinelli, Valerie, 485 Best, Roger J., 231 Beucke, Dan, 533 Beyoncé, 282, 359 Bezos, Jeff, 443 Bickoff, J. Darius, 293 Binkley, Christina, 334 Birkett, Laurie, 146 Birtwell, Celia, 431 Bitner, Mary Jo, 360 Bjork, Christopher, 471 Blacker, Stanley, 288 Blakely, David, 119 Bloom, Paul N., 83 Bodett, Tom, 509 Boies, David, 359 Bolt, Usain, 310 Bond, John, 237, 238 Boniface, Russell, 458 Bono, 636 Bonoma, Thomas V., 230 Boudette, Neil, 239 Bowen, David, 364 Boykin-Towns, Karen, 194 Boyle, Matthew, 445 Brady, Michael K., 316 Brady, Tom, 293 Brakus, Joško, 358 Branson, Richard, 650–51 Brasel, S. Adam, 476 Breen, Bill, 76 Briesch, Richard A., 339 Brin, Sergey, 30 Britton, Tracy, 238 Brodie, John, 448 Broniarczyk, Susan M., 339 Brosnan, Tim, 533 Brown, Heidi, 322 Brown, Stuart F., 353 Brown, Tim, 120, 569 Bryant, Kobe, 29 Brynjolfsson, Erik, 235 Buffet, Warren, 512 Bulik, Beth Snyder, 334, 592 Burnsed, Brian, 403 Burrows, Peter, 592 Burton, Philip Ward, 509 Bush, Jason, 601 Bush, Michael, 121 Buss, Dale, 112, 351 Butler, David, 333 Byrne, John A., 211 Cacioppo, John, 173 Cadwallader, Susan, 372 Callahan, Sean, 209 Callebaut, Jan, 160 Campanelli, Melissa, 601 Capell, Kerry, 180, 385, 471, 651 Capon, Noel, 555 Carbone, Lewis P., 372 Carroll, Dave, 362 Carvajal, Doreen, 619 Casey, Paul, 486 Caslione, John A., 16 Cassidy, Hilary, 297 Cassidy, John, 235, 564 Cendrowski, Scott, 297 Chamberlain, Lisa, 120 Chang, Rita, 31 Charan, Ram, 575 Chattopadhyay, Amitava, 552 Cheetah, Chester (mascot), 113 Chen, Pei-yu, 344 Chernev, Alexander, 339 Cheverton, Peter, 555 Child, Peter N., 423 Chintagunta, Pradeep K., 339 Chizauskas, Cathy, 636 Chou, Jay, 477 Chouinard, Yvon, 629 Christensen, Glenn L., 106 Chu, Kathy, 403 Chung, Mong-Koo, 596 Cink, Stewart, 486 Cioletti, Jeff, 219 Clancy, Heather, 59 Clark, Don, 59 Clarkson, Kelly, 293 Clifford, Stephanie, 59, 146 Clifton, Rita, 257 Cobain, Kurt, 221 Cohen, Arianne, 633 Cohen, Ben, 24 Cohen, Sacha Baron, 614 Cohn, Laura, 149 Colgate, Mark, 364 Collins, Jim, 46 Colvin, Geoffrey, 211, 575 Comarow, Avery, 381 Comeau, Michael, 593 Comstock, Beth, 210, 211 Cone, Carol L., 637 Conlin, Michelle, 500 Cooil, Bruce, 129 Cook, Brad, 532 Cook, Scott, 120 Cooper, Robert G., 574 Cooper, Simon, 379 Corbett, Peter, 564 Coster, Helen, 448, 602 Coupland, Douglas, 221 Cox, Courtney, 578 Creamer, Matthew, 412 Cutler, Alex, 319 Daly, John, 305 DaSilva, Alison T., 637 David, George, 262 Dawson, Chester, 353 Day, George, 35 De Avila, Joseph, 592 DeGeneres, Ellen, 282, 297 DeJoria, John Paul, 334 Dekimpe, Marnik G., 316 Dell, Michael, 70, 124 De Lollis, Barbara, 120 Dempsey, Patrick, 486 De Niro, Robert, 282, 297, 486 Depp, Johnny, 486 Deshpande, Rohit, 203 Deutschman, Alan, 651 Dey, Romit, 432 Diamond, Seth, 110 Dichter, Ernest, 160 Dickson, Tom, 550 Diehl, Kristin, 339 Dillon, Mary, 272 Dion, Celine, 485 Disney, Roy, 178 Disney, Walt, 178 Doeble, Justin, 322 Dolan, Matthew, 552 Dolliver, Mark, 83 Donahue, John, 412 Donaton, Scott, 276 Donnelly, James H., 357 Dotzel, Thomas, 372 Doyle, Patrick, 169 Doyle, Peter, 317 Drucker, Peter, 5, 38, 53 Drumwright, Minette, 634 Du Plesis, Erik, 476 Dyson, James, 571, 572 Eakin, Emily, 106 Ebenkamp, Becky, 146 Edison, Thomas, 210 Edmondson, Gail, 239 Edwards, Cliff, 59 Einhorn, Bruce, 602 Elkind, Peter, 651 Elliott, Stuart, 94, 516 Ellis, Perry, 288 Emerson, Ralph Waldo, 646 Engardio, Pete, 76 English, Todd, 524 Epstein, Marc J., 256 Ewers, Justin, 30, 165 Ewing, Jack, 618 Fackler, Martin, 322 Fader, Peter, 134 Fahey, Liam, 256 Farris, Paul, 114, 402 Favre, Brett, 485 Feder, Barnaby J., 192 Federer, Roger, 29, 243, 532 Feinberg, Fred, 108 Feldman, Mark A., 637 Fey, Tina, 282 50 Cent, 293 Fisher, Daniel, 211 Fishman, Charles, 353 Fiske, Neil, 218, 219 FitzGerald, Niall, 342 Flannery, Russell, 602 Fletcher, Richard, 149 Ford, Henry, 233, 314, 576 Foreman, George, 485 Fornell, Claes, 130 Fournier, Susan, 255 Fox, Edward J., 339 Frank, Robert J., 301 Frazier, Mya, 500 Freud, Sigmund, 160 Friedman, Milton, 629 Index I1
Frommer, Dan, 31 Furguson, John, 94 Gale, Porter, 114, 245 Gallo, Car<strong>min</strong>e, 380 Galvin, John, 270 Gamble, James, 269 Gates, Bill, 93 Gaultier, Jean Paul, 499 Geiling, Peter, 602 George, Jeffrey P., 301 George, Kevin, 565 George, William R., 357 Gerstner, Lou, 628 Gerstner, Louis V., Jr., 323 Gerzema, John, 248 Ghosh, Bikram, 344 Ghosn, Carlos, 617 Giannulli, Mossimo, 456, 499 Gilbert, Jennifer, 192 Gillette, King C., 532 Gilly, Mary C., 376 Gimbel, Barney, 413 Ginsberg, Jill Meredith, 83 Gips, James, 476 Giscard d’Estaing, Henri, 213 Gladwell, Malcolm, 165, 551 Gobé, Marc, 291 Godin, Seth, 136–37, 543, 570 Goizueta, Roberto, 532 Goldberg, Whoopi, 487 Goldenberg, Jacob, 552 Golder, Peter, 312–13 Goldiner, Dave, 95 Gorbachev, Mikhail, 195 Gorog, Danny, 31 Gourville, John, 339 Govindarajan, Vijay, 76 Graf, Steffi, 295 Graham, Jefferson, 31 Graham, Lauren, 486 Graves, Michael, 456, 499 Green, Richard, 431 Green, Stephen, 238 Greene, Jay, 192 Greenfield, Jerry, 24 Greenhouse, Steven, 445 Greenwald, John, 532 Gregory, Sean, 95 Gremler, Dwayne D., 360 Grewal, Dhruv, 372 Greyser, Stephen A., 316 Griffith, Scott, 356 Gronbach, Kenneth, 220 Grove, Andy, 576 Gupta, Anil K., 601 Gupta, Rajat, 575 Gupta, Sunil, 134 Gutchess, Angela H., 108 Guth, Robert A., 94 Ha, Peter, 499 Haeckel, Stephan H., 372 Hague, Paul, 104 Hall, Malcolm Macalister, 552 Hamilton, Laird, 297 Hamilton, Ryan, 339 Hamm, Steve, 46, 575 Hanks, Tom, 486 Hanlon, Patrick, 292 Hanna, Jim, 649 Hansell, Saul, 593 Hardie, Bruce, 134 Harmon, Eric P., 377 Harrington, Anna, 322 Harris, Rebecca, 102 Hartman, Cathy L., 83 Hastings, Reed, 415 Haugtvedt, Curt P., 339 Hawk, Tony, 221 Hayashi, Alden M., 146 Hayes, John, 296 Haysbert, Dennis, 485 Heath, Chip, 165, 334 Heath, Dan, 165, 334 Hein, Kenneth, 59, 238, 458, 633 Heinz, Henry John, 632 Heires, Katherine, 385 Helm, Burt, 30, 58, 94, 476 Helsen, Kristiaan, 316 Hempel, Jessi, 593 Henderson, Naomi R., 102 Henley, Jon, 180 Henry, Thierry, 532 Hepburn, Audrey, 295 Herr, Paul M., 339 Herzberg, Frederick, 160, 161 Heywood, Suzanne, 423 Hilfiger, Tommy, 288 Hill, Sam, 651 Hilton, Paris, 486 Hindmarch, Anya, 499 Hirshberg, Gary, 630 Hitt, Loren M., 344 Hoch, Stephen J., 339 Hof, Robert D., 444 Hofman, Mike, 165 Hogan, John E., 391 Holahan, Cattherine, 412, 565 Holt, Benja<strong>min</strong>, 350 Holt, Douglas, 292 Honigman, Daniel B., 112, 413 Horovitz, Bruce, 649 Horyn, Cathy, 334 Hosaka, Tomoko A., 353 Hovland, Carl, 484 Howard, Theresa, 565, 649 Howe, Peter J., 385 Hsieh, Tony, 447 Hu, Judy, 210 Hu, Yu “Jeffrey,” 235 Hughes, Cameron, 468 Hunt, Shelby D., 203 Hurd, Mark, 45 Huston, Larry, 575 Huver, Scott, 486 Iezzi, Teressa, 120 Iger, Bob, 179 Ihlwan, Moon, 46, 322 Immelt, Jeffrey R., 76, 210 Isidore, Chris, 353 Iwata, Edward, 649 Iwata, Satoru, 567 Iyengar, Sheena S., 339 Jackson, Peter, 104 James, LeBron, 29, 79, 80, 484 Jana, Reena, 30, 76, 83, 295 Jaworski, Bernard J., 278, 375, 541, 542 Jennings, Brandon, 299 Jeter, Derek, 532 Joachimsthaler, Erich, 573, 574 Jobs, Steve, 528, 589, 592 Johnson, Mark, 121 Johnson, William R., 632 Johnston, Megan, 633 Jolie, Angelina, 243 Jones, Reginald, 210 Jones, Terril Yue, 592 Jordan, Michael, 29 Juskalian, Russ, 176 Kalasvuo, Oli Pekka, 618 Kamprad, Ingvar, 179–80 Kang, Stephanie, 476 Kaplan, Allison, 30 Kapner, Suzanne, 95 Kardes, Frank R., 339 Karlgard, Rich, 46 Karpinski, Richard, 31 Kasner, Sarah Jeffrey, 102 Kawasaki, Guy, 38 Keaveney, Susan M., 371 Keegan, Warren, 608 Keiningham, Timothy L., 129 Keller, Kevin Lane, 203, 256, 267, 335, 496, 499, 608 Kessler, Michelle, 58 Kim, Ju-Young, 385 Kim, W. Chan, 278–79 King, Regina, 486 Kirkpatrick, David, 59 Kiviat, Barbara, 165 Klein, Calvin, 288 Klein, Karen E., 121 Klein, Norman, 316 Klein, Russ, 541 Kliger, Michael, 423 Knight, Philip, 29 Knutson, Brian, 108 Kolbert, Elizabeth, 176 Komen, Susan G., 635 Kotler, Philip, 16, 19, 23, 486, 576, 647 Kranhold, Kathryn, 129, 211 Kroc, Ray, 271, 366 Kroeber, Arthur, 601 Kudrow, Lisa, 578 Kuksov, Dimitri, 339 Kumar, Nirmalya, 199, 301, 461 Kumar, V., 134 Kurahashi, Nobuo, 35 Lafley, A. G., 137, 292, 574, 575 La Forgia, John, 381 Lange, Liz, 95, 456, 499 LaPointe, Pat, 117–18 Lashinsky, Adam, 412 Lavabre, Louise, 602 Lavidge, Robert J., 481 Layne, Rachel, 211 Lazaridis, Mike, 45, 593 Lebar, Ed, 248 Lee, Ka, 134 Lee, Lara, 255 Leggio, Jennifer, 58 Lehmann, Donald R., 134, 256 Lenhart, Amanda, 516 Leonard, Devin, 94, 448 Leondis, Alexis, 403 Leonwood, Leon, 536 Lepper, Mark R., 339 Letz, Jim, 352 Levitt, Theodore, 18, 307 Levy, Piet, 102, 486, 491 Levy, Steven, 592 Lewis, David, 333 Light, Larry, 292 Lincoln, Abraham, 383 Lindstrom, Martin, 108 Lippert, Barbara, 30 Liptrot, Hannah, 149 Little, John, 112 Liu, Wendy, 339 Loeb, Lisa, 528 Lohr, Steve, 323 Lopez, Jennifer, 295 Lowry, Adam, 275 Lyman, Jay, 592 Ma, Jack, 440 MacDonald, Kelsey, 115–16 MacKinnon, Mark, 602 MacMillan, Douglas, 412 Madden, Normandy, 238 Madonna, 295, 402 Mahoney, Sarah, 83, 219 Maier, Matthew, 385 Malhotra, Arvind, 376 Malkoff, Mark, 528 Malone, Chris, 17 Malone, Matthew, 413 Maloney, John C., 484 Manning, Eli, 522, 523 Manning, Jeff, 224 Manning, Peyton, 522, 523 Mantle, Mickey, 533 Martin, Andrew, 272 Martinez, Amy, 148 Maslow, Abraham, 160–61 Massarella, Linda, 486 Mateschitz, Dietrich, 498 Matzer, Marla, 58 Mauborgne, Renée, 278–79 Mayer, John, 591 Maynard, Michelle, 413 Mayo, Charles, 380 Mayo, William, 380 I2 Index
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Marketing Management 14 PHILIP KOTL
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This book is dedicated to my wife a
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Kevin Lane Keller is widely recogni
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Contents Preface PART 1 CHAPTER 1 x
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Maximizing Customer Lifetime Value
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PART 5 Expanding Total Market Deman
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CHAPTER 16 Managing Retailing, Whol
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Managing the Development Process: C
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even part of the marketing vocabula
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• Interactive Elements—A wealth
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We are indebted to the following co
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Marketing Management
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Defining Marketing for the 21st Cen
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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DEFINING MARKETING FOR THE 21ST CEN
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Developing Marketing Strategies and
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DEVELOPING MARKETING STRATEGIES AND
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DEVELOPING MARKETING STRATEGIES AND
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DEVELOPING MARKETING STRATEGIES AND
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Collecting Information and Forecast
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COLLECTING INFORMATION AND FORECAST
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COLLECTING INFORMATION AND FORECAST
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COLLECTING INFORMATION AND FORECAST
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COLLECTING INFORMATION AND FORECAST
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Conducting Marketing Research Good
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CONDUCTING MARKETING RESEARCH | CHA
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CONDUCTING MARKETING RESEARCH | CHA
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CONDUCTING MARKETING RESEARCH | CHA
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Creating Long-term Loyalty Relation
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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CREATING LONG-TERM LOYALTY RELATION
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Analyzing Consumer Markets The aim
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ANALYZING CONSUMER MARKETS | CHAPTE
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Analyzing Business Markets Business
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ANALYZING BUSINESS MARKETS | CHAPTE
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Identifying Market Segments and Tar
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IDENTIFYING MARKET SEGMENTS AND TAR
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IDENTIFYING MARKET SEGMENTS AND TAR
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IDENTIFYING MARKET SEGMENTS AND TAR
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IDENTIFYING MARKET SEGMENTS AND TAR
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IDENTIFYING MARKET SEGMENTS AND TAR
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IDENTIFYING MARKET SEGMENTS AND TAR
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IDENTIFYING MARKET SEGMENTS AND TAR
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IDENTIFYING MARKET SEGMENTS AND TAR
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IDENTIFYING MARKET SEGMENTS AND TAR
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IDENTIFYING MARKET SEGMENTS AND TAR
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Creating Brand Equity One of the mo
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CREATING BRAND EQUITY | CHAPTER 9 2
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Crafting the Brand Positioning No c
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CRAFTING THE BRAND POSITIONING | CH
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Competitive Dynamics To be a long-t
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COMPETITIVE DYNAMICS | CHAPTER 11 3
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Setting Product Strategy At the hea
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SETTING PRODUCT STRATEGY | CHAPTER
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SETTING PRODUCT STRATEGY | CHAPTER
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Designing and Managing Services As
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DESIGNING AND MANAGING SERVICES | C
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Developing Pricing Strategies and P
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DEVELOPING PRICING STRATEGIES AND P
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Designing and Managing Integrated M
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DESIGNING AND MANAGING INTEGRATED M
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Managing Retailing, Wholesaling, an
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Designing and Managing Integrated M
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Managing Mass Communications: Adver
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MANAGING MASS COMMUNICATIONS | CHAP
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Managing Personal Communications: D
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Introducing New Market Offerings Ne
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Tapping into Global Markets With ev
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Managing a Holistic Marketing Organ
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APPENDIX | CHAPTER 22 653 • Marke
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Appendix SONIC MARKETING PLAN AND E
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Targeted Segment Customer Need Corr
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Samsung Galaxy S - Captivate Apple
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in February. Also, we will create b
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Chapter 4 Your next task is to cons
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• As a start-up company, what com
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Chapter 20 Knowing that the smart p
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Endnotes Chapter 1 1. Michael Learm
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Harvard Business School Press, 2004
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30. Queena Sook Kim, “Fisher-Pric
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Tabor, “Contributing Factors; Sev
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29. For an empirical comparison of
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75. Michael D. Johnson, and Fred Se
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Perspectives in Consumer Behavior (
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Theory and Measurement (New York: J
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25. Piet Levy, “Reeling in the Hu
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Chapter 8 1. Jonathan Schneider,
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57. Jerry Harkavy, “Colgate Buyin
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in-depth examination of how brand n
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79. John Milewicz and Paul Herbig,
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22. Kerry Capell, “Thinking Simpl
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29. Theodore Levitt, “Innovative
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Chapter 12 1. John Frank, “Beep!
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Room for Growth in Printer Market,
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23. W. Earl Sasser, “Match Supply
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