Marketing_Management_14th_Edition-min

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Nordstrom Rack, 148 North American Industry Classification System (NAICS), 88–89 Northern Commercial Company, 147–48 Northwest Airlines, 131 Northwestern Mutual Life, 290 Northwestern University, 46, 336 Norwich Eaton Pharmaceuticals, 269 Novartis, 143, 460 Noxell, 269 Noxzema, 269 NTN Entertainment Network, 312 NTT (Nippon Telephone and Telegraph), 441 Nucor, 11 Nuit perfume, 267 Nuprin, 316 Oakley, 221, 243 Ocean Spray, 475 Odwalla, 621 Office Depot, 24, 124, 197, 302 OfficeMax, 4 Ogilvy, 496 OgilvyAction, 495 Ogilvy Healthworld, 495 Ogilvy & Mather, 296, 493, 495 OgilvyOne, 495 Ogilvy Public Relations Worldwide, 495 Oil of Olay, 269, 337, 440 Olay Definity, 504 Olay Professional Pro-X’s Intensive Wrinkle Protocol, 320 Old El Paso, 261 Old Milwaukee, 259 Old Navy, 319, 340 Oldsmobile, 258 Old Spice, 260, 270, 503, 524, 533 Old Spice High Endurance, 260 Olive Garden, 251 Olympics, 531 Olympus, 287 1-800-FLOWERS, 449 1SYNC, 197 One for One program, 637 OneSight, 636 One Stop, 149 OnStar, 504 OPEN: The Small Business Network, 296 Oracle, 183, 331, 341, 384, 418, 435, 559 Oral-B, 173, 270 Orbitz, 17 Oreo, 523, 631 Oreo Double Stuf Racing League, 522, 523 Organization for Economic Cooperation & Development (OECD), 600 Original Recipe fried chicken, 604 Origins, 233 Orville Redenbacher popcorn, 72, 101 Osborne, 312 Otis Elevator, 262, 377, 596 Otis Remote Elevator Monitoring, 47 O2, 139, 291 Out, 191 Outback, Subaru, 342 Oxford University, 292 Oxygen, 217 Pabst Blue Ribbon, 259, 260 Pabst Brewing Company, 259–60 PACCAR Inc., 399 PAETEC, 137–38 Palm, 546 Palm V PDA, 119 Pampers, 216, 269, 303, 337, 342, 400, 440, 551 Pampers Rash Guard, 270 Panasonic, 70 Panasonic Toughbook, 250 Panda Express, 365 Panera Bread, 448 Pangea Organics, 387 Pantene, 137, 269, 270 Papa John’s, 543 Paramount Pictures, 40, 47 Paranormal Activity (movie), 171 Parker Brothers, 312 Parker Hannifin, 396–97 The Partners, 495 Passion of the Christ, The, 546 Patagonia, 15, 24, 434, 621, 629, 630 Patrón, 334 Paul Mitchell, 220, 334 Paul Stuart, 260 Payless Shoes, 459 PayPal, 411 PCWorld, 593 Ped Egg foot files, 264 Pegasus Sports International, 60–64 Pentium, 58 PepsiCo, 39, 101, 119, 225, 277, 302, 305, 306, 307, 348, 404, 464, 498, 535, 598, 611 Pepsi-Cola, 242 Pepto-Bismol, 269 Perdue, 276, 328, 609 Perrier, 316 Persil, 342 Pert Plus, 270 PETCO, 138, 216, 452, 459, 633 Petco.com, 277 Peterbilt, 399 Peter Pan, 178 Petronas of Malaysia, 599 Pets.com, 570 Petsmart.com, 277 Pfizer, 84, 194, 290, 402 P&G. See Procter & Gamble (P&G) PG&E, 633 Phaeton, 234 Philip Morris Company, 130, 304, 632–33 Philips, 51, 390, 416–17, 479–80, 608, 610 Philips Carousel, 480 Phineas Cole, 260 Phoenix, 157 Pier 1 Imports, 180 Pierre Cardin, 334 Pierre hotel, 595 Pinocchio, 178 Pioneer Hi-Bred Seeds, 145 Pixi, 499 Pizza Hut, 236, 344, 368, 450 Pizza Inn, 435 PlanetFeedback.com, 73, 362 Plastics.com, 196 Playboy, 21, 565 Playskool, 548 Playskool Preschool Playgroup, 548 PlayStation 2, 576 Plexco International AG, 201 PNC bank, 219 Poise, 487 Pokémon, 74 Polaroid, 258 Pollo Campero, 595–96 Polo Ralph Lauren, 636 POM Wonderful, 241 PopSugar, 547 Pop-Tarts, Kellogg, 610 Population Communication Services, 638 Porsche, 50, 234, 516, 596 Porsche 911, 330 Porsche Rennlist (online discussion group), 253 Pottery Barn, 450 Powerade, 438 PowerBar, 277 Power Pro Dustbuster Plus, 340 PPG industries, 184 Prada, 119, 156, 280, 334, 595 Pratt & Whitney, 34–35, 262 Praxair, 567 Premium hams, 261 President’s Choice, 460 Pria, 277 Price Chopper, 98 PriceCostco, 438 PriceGrabber.com, 135 Priceline.com, 384, 486, 487 PriceSCAN.com, 384 PricewaterhouseCoopers, 323 Pringles, 137, 173, 270, 342, 484–85 Prius, 5, 352, 623 Private Label Manufacturers’ Association, 459 Procter & Gamble (P&G), 34, 37, 46, 47, 83, 116, 119, 120, 137, 156, 163, 164, 218, 223, 234, 260, 269–70, 292, 303, 315, 319, 320, 328, 336, 342, 400, 432, 436, 440, 461, 464, 504, 516, 533, 550, 555, 557, 569, 574–75, 576, 585, 599, 610, 626, 628, 629, 631, 634 (PRODUCT) RED , 233, 636, 649 Proenza Schouler, 452 Profile, GE, 319, 340, 524 Progressive Insurance, 37, 289–90, 630 Progresso, 67, 261 Progresso Light, 263 Promotional Marketing Association, 522 Pro Plan, 340 Pro Staff Classic tennis shoes, 253 Pro Strength, 260 Prudential, 336, 557 Prudential Financial, 130, 250 PRWeek, 529 Publix, 130, 464 Puffs, 337 Pulte Homes, 129 Purina Dog Chow, 340 Purina Dog Food, 340 Purina ONE, 340 Q5, 525 Q7, 525 Quaker Chemical, 199 Quaker Nutrition for Women, 154 Quaker Oats, 145, 256, 306, 609 Quattro, 265 QuickBooks, 120, 121, 547 QuickBooks Live Community, 546, 547 Quick Care, 370 Quicken, 120, 121 Quilts for Kids, 629 QVC, 449 Qwest, 144 Radio Mercury Awards, 510 Rainier, 259 Raisin Bran, Kellogg, 261 Ralcorp Holdings, 307 Raleigh Bicycles, 539 Ralph Lauren, 334, 619 Ralston Purina, 145, 567 Ramada Inn, 433, 604 RateItAll.com, 73 RAZR, Motorola, 250 Index I11
RCA, 322 Reach in Motion (RIM), 601 Real Madrid, 552 Reckitt Benckiser, 45, 163 Redbox, 47, 415 Red Bull, 220, 243, 498–99, 546, 603 Red Bull Energy Drink, 498 Red Envelope, 421 RediClinic, 370 Redken, 619 Red Robin, 319 Red Zone, 260 REI, 214, 309, 417, 457, 630 R8 Spyder, 525 Reliance, 600 Renault, 617 Renault Logan, 617 Research in Motion, 45, 592–93 Reserve Brands, 316 Restoration Hardware, 451 Revlon, 7, 436, 490, 585, 636 Reynolds, 304, 312 Rhône-Poulenc S.A., 44 Rice Krispies, Kellogg, 261 Richardson-Vicks, 269 Rio Tinto, 194, 195 Ritchie Bros. Auctioneers, 196–97 Ritz, 327 The Ritz-Carlton, 379–80 Ritz-Carlton Boston, 379 Ritz-Carlton hotels, 37, 326, 595 Road Runner Sports, 332, 405 Robert Mondavi Winery, 340 Roberto Cavalli vodka, 334 Rockwell, 207 Rockwell Automation, 199 Rohm & Haas, 574 ROKR, Motorola, 250 Rolex, 307 Rolling Stone, 157, 565 Rolling Stones, 6, 244 Rolls-Royce PLC, 330 Ronald McDonald Care Mobile, 271 Ronald McDonald Family Room, 271 Ronald McDonald Houses, 271, 636 Roper Starch Worldwide, 487 Ross Stores, 455 Royal Ahold’s Albert Heijn, 395 Royal Bank of Canada, 20 Royal Bank of Scotland, 149, 301 Royal Caribbean, 144 Royal Dutch/Shell Group, 39, 45 Royal Mail Group plc, 402 Royal Philips Electronics of the Netherlands, 289, 339, 416–17 RTC Relationship Marketing, 495 Rubbermaid, 125 Ruelala, 386 Ryanair, 300, 301, 385 Ryder System, 203 Saatchi & Saatchi, 291 SABMiller, 601, 628 Safari, 94 Safeguard, 337 Safeway, 72, 197, 449, 468, 553, 636 Safexpress, 165 Sainsbury, 148, 300, 318, 459 Saks Fifth Avenue, 387, 424, 434, 451, 455, 636 Salesforce.com, 370, 576 Salon Selective shampoos, 316 Sam’s Club, 468, 629 Samsonite, 539 Samsung, 12, 37, 46, 50, 127, 314, 321–22, 332, 568, 618 SanDisk, 241 Sandoz, 460 Sanofi-Aventis S.A., 44, 460 SAP, 280, 377, 418 Sara Lee Corporation, 224, 304, 557 SAS, 189–90, 555 SAS Snowflake, 301 Saudi Basic Industries Corporation (SABIC), 11 Savers, 173 Schematic, 495 Schering-Plough, 44 Schick, 409 Schlitz, 259 Schneider National, 369–70 Scion, 352, 401 S.C. Johnson, 610 Scope, 585 Scotchgard fabrics, 345 Scotch Tape, 250 Scott Paper, 569 Scout Labs, 73 Sears, 44, 146, 197, 218, 224, 323, 341, 364, 378, 409, 425, 436, 441, 452, 604 Seat, 342 Secret Flawless, 568 Segway Human Transporter, 313 Seinfeld, 578 Select Comfort, 289 Sempra Energy, 130 Sensor, 263, 532 Sensor Excel, 400 Servus Credit Union, 115–16 Sesame Street, 510 7-Eleven, 425, 441, 449, 450, 553 7-Up, 516 764 High Speed Dozer, 487 Seventh Generation, 82, 621 Sharper Image, 227 Shaun White 4 Target, 243 Shaun White Snowboarding (video game), 243 ShelfVision TV, 519 Shell Oil, 187, 427, 595 Sheraton, 78, 262, 370 Sherwin-Williams, 154, 432 ShockHound.com, 154 Shoebox Greetings, Hallmark, 233 Shop.com, 138 Shopping.com, 135, 412 Showtime, 225 Shulton’s Old Spice, 269 Siemens, 183 Siemens Electrical Apparatus Division, 231 Siemens Medical Solutions USA, 6–7 Sienna, 615 Sierra Club, 80, 633 Signature by Levi Strauss & Co., 218 Sigrid Olsen, 41 Sikorsky, 262 Silk, 551 Silly Bandz, 527 Sinceramente Hallmark, 233 Singapore Airlines, 51, 243, 290, 361 Sirna Therapeutics, 44 SkateTours, 60 Skoda, 342, 606 SKY360, 524 Sky Italia, 42 Skype, 277 Skype Internet, 384, 411–12 SkySport TV, 552 Sleep Number beds, 289 Small Business Administration’s Office of Advocacy, 191 Smarter Planet, 493 SMARTFOOD, 293 Smart Grid, GE, 483 SMART network, 515 Smirnoff, 310 Smith & Hawken, 634 Smucker’s premium ketchup, 245 SnackWell, 250 Snap Fitness, 156 Snapple, 305, 629 Snausage Breakfast Bites, 109 Snickers, 496, 513, 514 Snowshoe Mountain ski resort, 21–22 Snow White and the Seven Dwarfs (film), 178 SoBe, 305, 553 Société Bic, 267 Sodexho Marriott, 216 SoftSheen-Carson, 619 Soft Sheen Products, 619 Soft White, GE, 174 Sonic Corp., 544 Sonic restaurants, 544 Sony, 12, 35, 36, 37, 38, 46, 57, 241, 261, 287, 302, 313, 321, 322, 340, 390, 468, 524, 568, 576, 614, 618, 631 Sony Ericsson, 551 Sony Style, 457 Sony Vaio, 264 South Africa Airways, 51 Southern Jewelz, 546 Southwest Airlines, 35, 37, 130, 165, 220, 300, 320, 400, 412–13, 543, 630 Southwestern Company of Nashville (Bibles), 449 Sovereign Bank, 72, 225 Spam, 320 Spanish Stock Market Latibex, 599 Special K, 486 Spector Freight, 557 Sperry, 313 Spike TV, 217, 565 Splenda, 280, 510 Sporting Goods Manufacturers Association, 62 Sports Illustrated, 516 Sprint, 277, 369 Sprint Nextel, 369 Sprite, 484 S&S Cycle, 307 Stag umbrellas, 399 Stainmaster ® , 345 Stanford University, 30, 33, 57, 82, 120 Staples, 138, 302, 449, 452, 454, 458, 514, 539 Star Alliance, 51 Starbucks, 37, 47, 214, 272, 282, 283, 287, 292, 301, 340, 366, 390, 458, 459, 520, 525, 546, 607, 629, 630, 636, 648–49 Starbucks coffee, 218 Starbucks Foundation, 649 Starbucks VIA Ready Brew coffee, 219 Starch, 518 Star Wars (movie), 113–14 Starwood Hotels & Resorts Worldwide, 78, 262–63, 370 State Farm, 164, 223, 485, 486 Steelcase, 101 Stella McCartney, 448 Stihl, 425 St. Jude Medical, 39 St. Louis Cardinals, 506 Stonyfield Farms, 12, 24, 82, 525, 621, 630, 631 Stop & Shop, 465 Stouffer’s, 264, 567 Strattera, 570 StriVectin, 254 Stroh’s, 259 I12 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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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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Conducting Marketing Research Good
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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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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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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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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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DESIGNING AND MANAGING INTEGRATED M
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Managing Retailing, Wholesaling, an
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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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TAPPING INTO GLOBAL MARKETS | CHAPT
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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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Cosmetics,” Journal of Economic P
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72. For an interesting discussion o
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29. “Nike Says No to Blue-Light S
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80. Susan Fournier and Lara Lee,
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Page 762 and 763: Global Strategies: A Contingency Mo
Page 764 and 765: Takes on Coffee Giants Cup by Cup,
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Page 778 and 779: Image Credits Chapter 1 page 2: New
Page 780 and 781: Free; page 619: Lou Linwei/Alamy Im
Page 782 and 783: Index Name Aaker, David A., 203 Aak
Page 784 and 785: McCausland, Tom, 7 McDonald, Bob, 6
Page 786 and 787: Andersen Consulting, 208, 209 Andro
Page 788 and 789: Disney Channel, 44, 178, 179 Disney
Page 790 and 791: IKEA, 5, 35, 37, 83, 179-80, 219, 2
Page 794 and 795: StubHub, 73, 74, 412 Suave, 306 Sub
Page 796 and 797: African Americans, 77, 224 Age in d
Page 798 and 799: Channel integration and systems, 41
Page 800 and 801: Customer relationship in services,
Page 802 and 803: Family of procreation, 154 Farm pro
Page 804 and 805: Legal issues in advertising campaig
Page 806 and 807: Master brand, 260 Master franchisee
Page 808 and 809: Price, selecting final, 402-3 compa
Page 810 and 811: Retail sector, 356 Retail store, de
Page 812: Telemarketers, 558 Telemarketing, 5
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