McCausland, Tom, 7 McDonald, Bob, 629 McDonald, Malcolm, 555 McGonigal, Jane, 515 McGovern, Gail, 17 McGregor, Jena, 46, 129, 369 McKeough, Tim, 351 McLean, Bethany, 334 Mehegan, David, 176 Meredith, Geoffrey E., 220 Mersereau, Marilyn, 57 Meyer, Ann, 552 Miller, Bode, 305 Mintz, Jessica, 146 Miyamoto, Shigeru, 567 Mizrahi, Isaac, 95, 456 Mogilner, Cassie, 339 Moldovan, Sarit, 552 Mollenkamp, Carrick, 238 Moorman, Christine, 203 Morais, Richard C., 619 Moran, Ursula, 435 Morgan, Neil A., 129 Morgan, Robert M., 203 Moriarty, Rowland T., 426, 435 Morita, Akio, 38, 302 Morrison, Scott, 120 Morrison, Sigerson, 499 Morrissey, Brian, 146 Moss, Kate, 431 Mucha, Thomas, 565 Mulally, Alan, 325 Mullman, Jeremy, 30, 533 Muniz, Albert M., 254 Murphy, Patrick, 634 Mustafa, Isaiah, 503 Mycoskie, Blake, 637 Myers, Steven Lee, 601 Myerson, Bruce, 385 Myser, Michael, 577 Nadal, Rafael, 29 Nagle, Thomas T., 391 Narasimhan, Laxman, 301 Narus, James A., 199, 231, 461 Natter, Martin, 385 Naughton, Keith, 486 Neeleman, David, 363 Neff, Jack, 95, 270, 533, 555, 565, 634 Newman, Paul, 634 Ng, David, 95 Nicholson, Kate, 238 Nilekani, Nandan, 601 Nordstrom, John W., 147 Nussbaum, Bruce, 120 Obama, Barack, 2, 3, 381 O’Brien, Denis, 309–10 O’Brien, Jeffrey M., 323 O’Brien, Kevin J., 618 O’Connell, Andrew, 476 O’Connell, Patricia, 322 O’Donnell, Kevin, 316 Ogbogu, Eric, 299 O’Leary, Michael, 385 Olson, Jerry C., 106 Omidayar, Pierre, 411 Orgel, David, 219 Orr, Deborah, 238 Ortega, Amancio, 470 Osbourne, Ozzy, 221, 222, 485 Osgood, Charles, 485 Ottman, Jacquelyn, 83 Owen-Jones, Lindsay, 619 Packard, David, 17 Page, Larry, 30 Palmeri, Christopher, 334 Palmisano, Samuel, 46, 323 Pandit, Vivek, 377 Parasuraman, A., 372, 374, 376 Parish, Janet, 372 Park, Seung Ho, 602 Parks, Bob, 458 Parsons, Jay, 592 Pattison, Kermit, 564 Pauwels, Koen, 256, 385 Pearlstein, Steven, 351 Pemberton, John S., 531 Peppers, Don, 123, 137 Percy, Larry, 482 Perry, Matthew, 578 Peters, Tom, 6 Petrecca, Laura, 565 Petty, Richard, 173 Pfanner, Eric, 295 Pforzheimer, Harry, 121 Pickens, T. Boone, 71 Pierce, Andrew, 316 Piette, Daniel, 471 Pink, Daniel H., 106 Plank, Kevin, 299 Plank, Richard E., 203 Plungis, Jeff, 403 Podmolik, Mary Ellen, 209 Polk, Thad A., 108 Porter, Michael, 34, 51, 232, 289 Postrel, Virginia, 332 Potter, Dave, 555 Powell, Ken, 318 Poynor, Cait, 339 Prahalad, C.K., 76 Prefontaine, Steve, 29 Presley, Elvis, 79 Pringle, Hamish, 149 Procter, William, 269 Proulx, Tom, 120 Pujals, Fernandez, 307 Pujols, Albert, 506 Pullins, Ellen Bolman, 203 Purvis, Scott C., 509 Putin, Vladimir, 600 Quelch, John, 17, 322 Quenqua, Douglas, 238 Quinn, Stephen, 95 Radd, David, 516 Ramstad, Evan, 322 Randall, David K., 334 Rangan, Kash, 432 Rangan, V. Kasturi, 432 Rangaswamy, Arvind, 234 Rapaille, Clotaire, 160 Rashid, Karim, 275 Raux, Caroline, 471 Rayport, Jeffrey, 375, 541 Rayport, Jeffrey F., 278, 542 Reardon, Marguerite, 58 Redden, Joseph P., 339 Regalado, Antonio, 601 Rego, Lopo Leotte, 129 Reibstein, Dave, 116, 402 Reichheld, Frederick, 129 Reid, David A., 203 Rein, Irving, 486 Reinartz, Werner J., 134 Reiss, Robert, 380 Revson, Charles, 7 Richards, Keith, 244, 295 Ries, Al, 265 Rifkin, Glenn, 651 Rigby, Elizabeth, 149 Ringer, Randall, 292 Roberts, Andrew, 619 Roberts, Dexter, 602 Roberts, Kevin, 291 Roberts, Paul, 381 Robinson, Patrick J., 195 Robison, Jennifer, 380 Rockwood, Kate, 448 Roehm, Michelle L., 316 Rogers, Everett M., 481, 589, 590 Rogers, Martha, 123, 137 Romanzi, Ken, 475 Rook, Dennis, 102 Rooney, Jennifer, 46 Rose, Partha, 432 Rossiter, John R., 482 Roth, Rick, 112 Rothenberg, Randall, 565 Rothstein, Edward, 532 Rudnick, Tamar, 339 Ryan, Eric, 275 Sakkab, Nabil, 575 Sanders, Harland, 605 Sanders, Lisa, 112 Sanderude, Scott, 554 Sanserino, Michael, 369 Sawhney, Mohanbir, 46, 47 Scanlon, Jessie, 351 Schau, Hope Jensen, 254 Schewe, Charles D., 220 Schindler, Fred, 555 Schlosser, Julie, 31, 500 Schmitt, Bernd H., 358 Schnaars, Steven, 312 Schonfield, Erick, 444 Schueller, Eugene, 619 Schultz, Howard, 648–49 Schulze, Horst, 379 Schwab, Charles, 485 Schwartz, Barry, 339 Scoller, Martin, 486 Scorsese, Martin, 486 Scott, Lee, 629 Scott, Ridley, 480 Seiders, Kathleen, 372 Seinfeld, Jerry, 94, 282 Seitz, Patrick, 444 Sela, Aner, 339 Selden, Larry, 20 Selden, Yoko Sugiura, 20 Seltman, Kent D., 381 Seno, Alexandra A., 602 Serwer, Andy, 413, 651 Shambora, Jessica, 633 Shankar, Venkatesh, 372 Shapiro, Benson P., 230, 338 Sharapova, Maria, 29 Sharpe, Ashleye, 149 Shasteen, Rhonda, 114 Shatner, William, 486, 487 Shell, Ellen Ruppel, 180 Shervani, Tasadduq A., 256 Sheth, Jag, 630 Shriver, Bobby, 636 Siklosc, Richard, 179 Silverstein, Michael J., 218, 219 Sinegal, Jim, 444 Sinfield, Joe, 121 Sisodia, Raj, 630 Skinner, Jim, 271 Slavens, Roger, 59 Smart, Tim, 30 Smith, Adam, 125, 629 Smith, David J., 75 Smith, Fred, 38 Smith, Michael D., 235 Solomon, Deborah, 444 Soman, Dilip, 339 Sood, Sanjay, 608 Spann, Martin, 385 Spielberg, Steven, 259 Srinivasan, Shuba, 256 Srivastava, Rajendra K., 256 Stafford, Dale, 361 Stafford, Edwin R., 83 Standish, Jeff, 554 Steel, Emily, 209 Steenkamp, Jan-Benedict E. M., 104, 301, 461 Steiner, Gary A., 481 Stephens, Sammy, 14 Stern, Howard, 486 Sternberg, Brian, 108 Steverman, Ben, 500 Stewart, Thomas A., 211 Stewart, Tony, 524 Stone, Kenneth E., 95 Story, Louise, 533 Stråberg, Hans, 314 Strand, Petra, 499 Stremersch, Stefan, 344 Strong, E. K., 481 Stuart, Jennifer Ames, 134 Stuart, John, 256 Index I3
Stucky, Nik, 257 Sullivan, Elisabeth, 146, 347 Sunstein, Cass, 176 Sutherland, Kiefer, 486 Sutton, Robert I., 577 Swanson, Scott, 381 Swartz, Jon, 121 Sweeney, Alison, 524 Swift, Taylor, 359 Szaky, Tom, 11 Tannenbaum, Percy, 485 Tax, Stephen, 364 Taylor, Alex, III, 351 Taylor, Catherine P., 31 Taylor, Chris, 120, 444 Taylor, Fred, 413 Tellis, Gerald J., 312–13, 344 Thaler, Richard, 176, 177 Thibodeau, Michael, 292 Thomaselli, Rich, 533 Thompson, Clive, 412 Thompson, Craig, 292 Thompson, Marjorie, 149 Thompson, Stephanie, 634 Tiplady, Rachel, 471 Tischler, Linda, 102, 219, 577 Todé, Chantal, 148 Tomlinson, Richard, 619 Toyoda, Akio, 352 Travis, Daryl, 108 Treece, James B., 353 Trimble, Chris, 76 Trottman, Melanie, 413 Trout, Jack, 265 Trump, Donald, 486 Tuna, Cari, 369 Tybout, Alice M., 316 Underhill, Paco, 458 Urban, Glen L., 203, 412 Van Camp, Scott, 59 Vance, Ashlee, 58 Van Hampton, Steven, 351 Van Heerde, Harald, 316 Vanheule, Marc, 256 Vanhonacker, Wilfried R., 602 Van Rossum, Wouter, 199, 400 Van Stolk, Peter, 136 Vella, Matt, 272 Vence, Deborah L., 108 Villas-Boas, J. Miguel, 339 Vine, Stella, 431 Violino, Bob, 203 Vitharana, Padmal, 344 Volande, Stellene, 334 Vranica, Suzanne, 94, 543 Wagner, Honus, 533 Walsh, Peter, 4 Walton, Sam, 94, 366 Wang, Haiyan, 601 Warhol, Andy, 531 Washkewicz, Donald, 396 Wasserman, Todd, 112 Wasson, Chester R., 317 Watmore, Ian, 209 Watson, Thomas J., Jr., 322 Watson, Thomas J., Sr., 322 Webb, Cynthia L., 59 Weber, John A., 317 Webster, Frederick E., Jr., 183, 189 Weil, Gilles, 619 Weiss, Allen, 385 Welch, Jack, 210, 307, 628 Wellner, Alison Stein, 102 Wells, Melanie, 651 Wendler, Jim, 575 West, Elizabeth, 444 Westbrook, Robert A., 256 Westlund, Richard, 543 Wexner, Leslie, 217, 454 White, Barry, 136 White, Betty, 496 White, Bobby, 58 White, Shaun, 79, 243, 499 Whitman, Meg, 412 Wieners, Brad, 106 Wierenga, Berend, 134 Wilbur, Kenneth C., 476 Williams, Serena, 523 Williams, Stephen, 239 Williams, Venus, 523 Williamson, Peter J., 76 Wilson, Chip, 241 Wilson, Doug, 55 Wind, Jerry, 234 Wind, Yoram, 183 Winer, Russell S., 388 Winfrey, Oprah, 6, 259, 486 Wingfield, Nick, 592 Wohl, Jessica, 272 Wolcott, Robert C., 46, 47 Wolfe, David B., 630 Wolfinbarger, Mary, 376 Womack, Brian, 564 Wong, Edward, 601 Woodburn, Diana, 555 Woods, Tiger, 29, 209, 297, 486 Worldwide, Arnold, 475 Wouters, Marc, 400 Wuebker, George, 344 Yang, Dori Jones, 649 Yee, Chen May, 381 Yoon, Carolyn, 108 Yoon-woo, Lee, 322 Yoshida, Tatsuo, 352 Zale, Joseph, 391 Zaltman, Gerald, 106, 203 Zaltman, Lindsay, 106 Zarantonello, Lia, 358 Zeithaml, Valarie A., 357, 360, 372, 374, 376 Zellner, Wendy, 651 Zeng, Ming, 76 Zillmer, John, 206 Zimmerman, Ann, 500 Zimmerman, Martin, 353 Zmuda, Natalie, 532 Zook, Chris, 30 Zuckerberg, Mark, 563 Company, Brand, and Organization AAA, 17, 243 AARP, 17 ABB, 183 ABC, 44, 82, 179, 476 Abercrombie & Fitch, 241, 454 Absolut, 225, 346, 390, 508, 509 Accenture, 208–9, 286, 628 Ace Hardware, 216, 369, 450 Acer, 127, 312 AC Milan, 552 A.C. Nielsen Company, 72 Acosta, 197 Act II popcorn, 72 Active, 619 Activia, 568 Activision, 221 Actonel, 574 Acura, Honda, 340 Acushnet, 613 AdBrite, 146 Ad Council, 510 Addison, 495 Adidas, 29, 639 ADM, 280 Adobe Systems Inc., 260, 384, 544, 572 AdSense, 30 Advertising Age, 510 Advocate, The, 191 Adweek’s, 515 AdWords, 30 AdWorks, 31 A8, 525 Aeropostale, 454–55 Aflac, Inc., 507, 508 Ahold, 197, 453 AIG, 316 Airblade, 572 Airbus, 302, 362 Air Jordan, 29 Air Multiplier, 572 Air New Zealand, 51 Air Transport Association, 413 Airtricity, 80 AIX Armani Exchange, 320 AKQA, 515 Akzo Nobel, 199 Alamo Rent-A-Car, 234 Alaska Airlines, 51, 130 Ala soap, 600 Alcatel-Lucent, 202 Alcoa, 11 Aldi, 300, 320, 394, 395, 430, 449, 461 Alexander McQueen, 448 Alibaba, 33, 439, 440 Allen-Bradley Corporation, 572 Allied Van Lines, 359 All Natural Flavors, 261 Allrecipes.com, 12 Allstate, 250, 359, 437, 553 Alpo, 340 Alternative Distribution Alliance (ADA), 51 Alternative Trading Organization (ATO), 11 Altoids, 346 Always, 486 Always Infinity, 568 Amazing Race, 637 Amazon.com, 13, 37, 38, 53, 73, 127, 129, 138, 139, 145, 171, 235, 244, 248, 312, 366, 402, 409, 434, 440, 441, 443–44, 447, 449, 546, 608 AmBev, 600 AMD, 263, 305, 341, 409 American Airlines (AA), 99–100, 101, 102, 103, 104, 107, 111, 225, 432 American Apparel, 39, 40 American Automobile Association (AAA), 17, 243 American Banker, 191 American Beauty, 461 American Business Media, 487 American Cancer Society, 638 American Customer Satisfaction Index (ACSI), 130 American Eagle, 454 American Express, 45, 98, 129, 130, 144, 191, 281–82, 296–97, 369, 486, 525, 636 American Express Blue, 218, 260, 495 American Express Financial Advisors, 45 American Family Life Assurance Company (AFLAC), 507, 508 American Girl dolls, 292 American Heart Association, 636, 637 American Idol, 41, 516, 525, 531 American Legacy Foundation, 221 American <strong>Marketing</strong> Association, 5, 241, 495 American Red Cross, 638 American Society for Quality, 131 Ameriprise Financial, 45 Amtrak, 232, 375 Amul farmers’ cooperative, 599 Amway, 449, 553 Amy’s Kitchen, 139 I4 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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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 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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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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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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MANAGING PERSONAL COMMUNICATIONS |
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Introducing New Market Offerings Ne
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INTRODUCING NEW MARKET OFFERINGS |
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Tapping into Global Markets With ev
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Managing a Holistic Marketing Organ
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MANAGING A HOLISTIC MARKETING ORGAN
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APPENDIX | CHAPTER 22 653 • Marke
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APPENDIX | CHAPTER 22 655 Step 1: I
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APPENDIX | CHAPTER 22 657 keeping a
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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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Jaishankar Ganesh, Mark J. Arnold,
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