Always, 213 Armourcote, 488 Amazon.com, 18, 21, 38,120, 206, 232, Armstrong, Lance, 217 , Company 270, 299, 318, 319, 336, 344, 347, Arndt, Michael, 289 382, 408,442,481,482,490,493, Arquette, Courtney Cox, 156 Note: Italicized page numbers indicate 495,497,501-02,504,505 ASDA, 566 illustrations. AMD, 209,521 Ashkenazy, Vladirnir, 295 America Online (AOL), 38, 345,497,504-05 Asphalt Innovations, 311

!7 America West, 303 Associated Grocers, 373 A&P, 188, 353 American Airlines, 303, 385, 531, 581 Associates Sales Satisfaction Index AARP,488 American Association of Advertising Study, 214 Abbott Laboratories, 385 Agencies, 577 Association of Black Cardiologists, 132 ABC, 400 American Botanical Council, 365 Association of National Advertisers ABC World News Tonight, 436 American Customer Satisfaction Index, 227 (ANA), 438,439 Abercrombie & Fitch, 157, 361 American Demographics, 102 AT&T, 57,507, 508,580 Absolut Vodka, 429,492 American Eagle Outfitters, 121 ATA, 303 Academy Awards, 414 American Egg Board, 189 The Athelete's Foot, 367 Accenture, 222,247,410 American Express, 91, 119-20,188, 192, Auchan hypermaket, 561 Ace Hardware, 373 222,268,437,455'470-71,507,524 Audemars Piguet, 525 Achilles Track Club, 77 American Express Centurion card, 525-26 Audi, 93, 547 ACNielsen Corporation, 102, 117 American Girl Inc., 202, 219 Aussie shampoo, 198 ACNielsen's Scantrack, 261 American Greetings, 197 Automatic 5-Minute Pasta and Sausage Acoustimass system, 538 American Heritage Dictionary, 405 Maker, 489 ActiveGroup, 207 American Idol, 414, 430, 432,433, 437, Avaya, 458 AcuPOLL, 258 542,551 Aveda, 196 Acura, 229, 560 American Legacy Foundation, 421-22 Aventis, 234 Acuvue, 521 American Marketing Association, 122, Avis, 77, 126, 343, 427, 530 Acxiom, 118,191 593,594-95 Avon, 256,350,418,503 The Ad Council, 223 American Society for Quality, 224 Azronauer, Rebecca, 465 Adamy; Janet, 576 America's Next Top Model, 443 Adaptec, 173 Ameriprise Financial, 69, 76 Adbowl, 202 Ameriquest, 446 Babies 'R' Us, 283 Adidas, 36, 135-37, 194,434, 520 Amway, 338 Babwin, Don, 589 Adobe, 450 Analytical Graphics, 467 Bagot, Brian, 249 Advanced Micro Devices, 530 Andersen Consulting, 247 Baiter, David, 408 Advertising Age, 398 Anderson, Brad, 24-25 Baja Fresh, 62,433 Advertising Research Foundation, 435 Anderson, Eric, 316 Baker, Eric, 512-13 The Advocate, 76, 77 Anderson, Pamela, 196 Baker, John, 444 Aetna, 133 Angels Secret Embrace, 156 Baker's Joy, 533 AFG Industries, 524 Anheuser World Select, 409 Baldwin Piano, 81 AFLAC, 434 Anheuser-Busch, 76, 253,405,406, 488, Baltimore Aquarium, 173 Afta, 230 527,529 Banana Republic, 121,196,228 Aguilera, Christina, 513 Animal House, 448 BAND-AIDS, 232,522,543 Ahmed, Dawn, 73 Anne Klein, 342 Bandler, James, 180 Air Jordan, 206, 326 Antitrust Division (Attorney General's Bank of America, 75, 119 AirCanada, 99 office), 84 Bantam books, 543 AirTran, 303 Anything Left-Handed, 194 Barbaro, Michael, 371 Alamo, 500 AOL Music, 521 Barbie dolls, 283 Alba, Jessica, 145 APC, 450 Barclay, Paul, 508 Alberto Culver, 533-34 Apple Computer, 5, 80, 141, 190-91, 197, Barcroft, Taylor, 191 Alberta V05, 533 222,233,235,250-52,266,279, Barnes & Noble, 49, 299, 343, 382, 384, Albertson's, 81, 88, 367, 368, 390, 394 309, 324, 345, 346, 371, 376, 450, 517,520-21 Albrecht, Katherine, 121 489,492,518,521,527 Barnes, Rosemary, 296 Aha, 585 , 471 Barneys, 249 Aldi, 384 Applebaum, Michael, 433 Barry, Mike, 278 Alexander, Lamar, 295 Applebee's, 185-86, 203 Barrymore, Drew, 217 Alexander of Russia, 295 Applied Microdontics, 258 Bartlett, John, 490 Aliph, 235 The Apprentice, 222,433, 502 BASF, 222 Alison Brod, 156 Aquafina, 447-48 Baskin-Robbins, 433,543 All Grown Up, 575 Arbitron, 102 Bath &Body Works, 156,373-74 All-Bran cereal, 133 Archer Daniels Midland, 19 Bauer, Marc, 36, 248, 490 Allegrezza, Ray, 33 Arellano, Kristi, 490 BAUMA, 472-73 Allen, Leslie J., 215 Ariel, 213 Bausch & Lomb, 290, 321 Alloy.com, 443 Arizona BaIloon Festival, 444 BAX Global, 358 Allstate Brickyard 400, 2 Arizona Jeans, 233 Bayer, 434 Allstate Insurance, 75-76, 244 Arm & Hammer, 528 Bazar, Emily, 437 Altoids, 189 Armani, 235,287, 525, 547 BBDO, 422 1-2 Name, Organization, Brand, and Company Index

Beanie Babies, 33 Boone, Aurore, 284 Callaway, 372 Beardi, Cara, 437 Borders, 382,433, 517 Calvin Klein, 235,437 BeautyRest, 232 Bose, Arnar, 537-38 Calyx & Corolla, 336, 494 Becker, Boris, 541 Bose Corporation, 204,488,537-38 Camay, 55,198 Beckman, Mark, 289 Bosman, Julie, 73 Camay beauty soap, 323 Bed Bath & Beyond, 472 Boston Beer Company, 434 Campbell Soup Company, 56,57,101,103, Behaviorscan, 261 Boston Consulting Group (BCG), 38-39, 141,320,385,427,454,528-29 Belda, Alain, 585 252 Canada Dry, 239 Bell, Alexander Graham, 82 Botti, Chris, 16 Canon, 179,518 Ben & Jerry's, 27,155,437,499,587-88 Bounce, 198 Cantwell, Maria, 329 Benetton, 342 Bounty, 198,213,233 Capell, Kerry, 165 Ben-Gay, 254 Bowerman, Bill, 34 Capital CitiesIABC, 42 Benson, Dan, 379 Bowflex, 488 Capote, 76 Bentley, 348-49, 547-48 1 Boyda, Debora, 589 Cardinal Health, 167,454 Bentley Continental GT, 286 Boyle, Matthew, 25 Carhartt, 139-40 Bergdorf Goodman, 526 BP, 543 Caribou Coffee, 43 Berger, Warren, 423 Bran Buds, 559 Carnation milk, 543 Bergstrom, John, 214, 215 Branches Hockey, 200 Carpenter, George, 599 Berkowitz, David, 393 Brat, Ian, 289 Carr, David, 526 Berner, Robert, 137,273,371 Bratz dolls, 283 Carrefour, 276, 367, 384, 565, 566 Berra, Yogi, 22 Bravia TVs, 493 Cars, 471 Bershka and Stradivarius, 362 Bravo! Foods, 236 Carters, 371 Best Buy, 24-25, 65, 81, 209, 265, 315, Breeze clothes steamer, 265 Cartier, 547 316, 339, 344, 345, 355, 364, 367, Brink's Home Security, 23 7 Cartoon Network, 138,400 380,382,469,498, 501,587 Bristol-Myers, 176 Carty, Sharon Silke, 215 Betamax, 278 British Airways, 244,524,525 Carvel, 490 BET.com, 133 Brokeback Mountain, 76 Cascade, 198, 233 Better Business Bureau, 572, 576 Brooker, Katrina, 449 Case, Jordan, 150,151 Betterly, Laura, 504 Brookstone, 376,433 Casley, Steven, 304 Betty Crocker, 160 Brown, John, 379 Caspian, 121 Beverage Partners Worldwide, 343 Brown, Stephen, 593 Cassidy, Hilary, 249 Bhatnagar, Parija, 33, 362 Brubaker, Harold, 3 31 Catalog Age, 485-86 Bibbentuckers, 115-16 Bruss, Jill, 599 Caterpillar, 160, 162, 288, 332-34,418, Bic pens, 225 Bryant, Kobe, 410 523,527,529,543 Bick's pickles, 296 BtoB magazine, 172-73 Cause Marketing Forum, 85 Big G cereals, 160 Bud Light, 202,405 CB Drug, 61 Big Gulp, 369 Budweiser, 100, 202, 268, 406,437, 446, CBS, 19,400 Big Mac, 6, 49, 320,491, 550 517,554 CBS Sportsline, 513 Bijan's, 377 Buffet, Warren, 424 CDW Corporation, 175,450-52,458 Bike Friday, 14-15 Buick, 222,410 Cebrzynski, Gregg, 490 Bill and Melinda Gates Foundation, 598 Build-A-Bear, 6, 32-33 Cendant, 469-70 Binney & Smith, 517 Bulbs.com, 482 . Centurion, 188 Bionic Breeze, 428 Bulgari, 342 Chambers, John, 516 Birds Eye, 234 Bulik, Beth Snyder, 280 Champion, 189-90 Bizrate.com, 120, 319,497 Bulmash, Robert, 121 Chandler, Clay, 567 BJ's Wholesale Club, 367, 372 Burberry, 410 Chanel, 94, 410 Black & Decker, 53,55,161,230, 34647, Bureau of Economic Analysis, 116 Chanel No. 5,438 356,455,469, 558, 561 Burger King, 11,46,182, 190,343,397, Chang, Julia, 151 Black Flag, 121 421-23,433,437,438,502,529,574 Chantico, 44 BlackBerry, 210,219,220,560 Burke, Steven, 457 Chapman, Chappy, 334 Blackboard software, 234 Burns, Enid, 505 Charles Schwab, 38,228, 24243,505 BlackPlanet.com, 133 Busch, August IV, 406 Charmin, 198, 213,443,444 BlackVoices.com, 133 Bush, George W., 329 Charmin Basic, 287, 323 Blair, Jason, 32 Bush, Sophia, 156 CheapTickets.com, 469 BlaisdeU, Betsy, 570 Business Traveler News, 242 Cheer, 198,199,268 Bligh, Phil, 115 BusinessWeek, 32, 164, 165,2282-83, 284, Cheerios, 160, 226 Blockbuster, 364, 498, 531 436,550 Chef Williams 5 Minute Marinade, 258 Bloom, 383 BusinessWeekAnterbrand, 550 ChemStation, 164-65 Bloomingdales, 249, 339, 376,486 Butler, Susan, 423 Chevrolet, 138, 214, 215, 224 Blue Ribbon Sports, 34 Butterball Turkey, 80,443 Chevy Nova, 560 BlueEyes technology, 110 Buy.com, 345,382 Chevy Tahoe, 92,137 Blue's Clues, 235 BuyMusic, 345 Chevy Uplander, 138 Blum, Brad, 421 Byerley, Robert, 114-16 Chex, 226 Blu-ray technology, 278-80 BzzAgent, 408-09 Chex Mix, 160 BMW, 14,21,50,73,93,124,142,203,208, Chiang, Lynette, 14-15 228,434,455,493,525,542,547 C Chicago Board of llade, 501 BMW MINI Cooper, 397,400,422,499, Cabbage Patch Kids, 33 Children's Advertising Review Unit, 202, 522 Cabela's, 377, 378-79 508,576 Bocklage, Judy, 477 Cadbury, 275 Children's Online Privacy Protection Act The Body Shop, 81,155,231,232,442 Cadillac, 14, 21, 203, 227 (COPPA), 508 Boeing, 149,160,320,452-53,543, 548 Cadillac Escalade, 203 The Children's Place, 121 Boggs, Luke, 371 Caesar's Entertainment, 114 Chili's, 433, 434 Bogusky, Alex, 396-98,421 Caesar's Palace, 50 Chinatex, 548 Bolain, Brian, 73 CaffB Mocha, 218 Chinese Basketball Association, 542 Bompreco, 566 California Online Privacy Protection Act Ching, Daisy, 558 Bonamici, Kate, 304 (OPPA), 508 Chips Ahoy, 226,575 Name, Organization, Brand, and Company Index 1-3

Cho, Fujio, 93 Cook, Steve, 409 336,342,344,345,354,478-80, Chon, Gina, 93 Coors, 560 481,482,488,489,490,495, 504, Chrysler, 121 Copeland, Douglas, 70 523,524 Chrysler 300,404 Copeland, Michael V., A9 Dell, Michael, 478-80, 504-05 Chuck Taylor All-stars, 248,249 Corbin, Brett, 73 Delta Air Lines, 173, 302, 323 Church of Stop Shopping, 578 Cosi, 62 DeNiro, Robert, 188 Ciao Bella Ice Cream, 502 CosmoGIRL, 138 Department of Government Affairs, 176 Cierge, 525 Cosmopolitan, 503 Der Hovanesian, Mara, 526 Cifra, 565 Costco, 65, 209, 233, 367, 370, 372, 376, Design, 224 Cipolla, Lorin, 346 377, 380, 381, 382, 384, 472, 517, Desperate Housewives, 430 Circle K, 367 571,587 Deutsche Bank, 275 Circuit City, 209, 344, 501, 587 Council for Marketing and Opinion DeWalt power tools, 230 Cisco Systems, 173-74,450,465,495, 516 Research, 119 Dial Media, 488 Citibank, 198 Council of American Survey Research Dialog, 100, 103 CITIC Ltd., 567 Organizations (CASRO), 122 Did-0-Matic Food Slicer, 489 Citicorp, 54 Courtyard by Marriott, 229 Diamond, 387 CitiGroup, 119 Covered Bridge Festival, 444 Diet Coke, 417, 559 Citroen DS-19, 538 CoverGirl, 198,413, 488, 558 DiFabio, Angela, 499 City Year, 568 CoverGirl Advanced Radiance, 339 Digg, 135 Clairol, 503 Cox, Tina, 467 DiGiorno, 210 Clairol Herbal Essences, 137 Cracker Jack, 254 DiPiazza, Samuel, 593 Clancy, Kevin, 298 Craftsman, 232 Direct Marketing Association (DMA),481, Claritas, 191-92 Craigslist, 512 485,508-09 Clark, Maxine, 6,32-33 Crain, Rance, 599 DirecTV, 429,493 Clarkson, Kelly, 145 Crapsy Fruit, 560 Discovery Store, 433 Clendenning, Alan, 567 Crayola, 517 Dish Network, 501 Cliburn, Van, 295 Creativity, 398 Disney. see The Walt Disney Company Clickz StatstCyberAtlas, 202 Crest, 132, 207, 213, 223, 272,434, 552 Disneyland Paris, 551 Clift, Simon, 556 - Crest SpinBrush, 187,263,272,293 Ditucci, Richard, 457 Clinique, 196 Crisco, 273 DKNY, 527,550 Clorox, 261 Crest Whitestrips, 272 Dodgeball, 2 17 Clorox Wipes, 258 Crispin Porter + Bogusky, 396-98, 400, Doherty, Jacqueline, 42 Clorox's ReadyMop, 489 421,502 Do-It Best hardware, 373 CNN, 102,141 Crockett, Roger, 33 Dolce & Gabbana, 372 CNN Airport Network, 437 Croft, Martin, 560 Dole Classic Iceberg Salad, 226 Coach, 94-96,372 Cross, Robert, 313 Dollar General, 78, 188, 209 ' Cobain, Kurt, 248 Crystal Clean, 230 Dollar Tree, 188 Coca-Cola, 4, 26,48,49, 66, 136,144, 193, Csaplar, Dick, 464 Domino's Pizza, 437 194, 206, 230, 231, 237, 238, 253, CSI, 430 Dongdan Sports Center, 541 268, 276, 315, 316, 342, 343, 348, Cub Foods, 390 Dora the Explorer, 235,236 397,409,414,426,428,433,434, Culligan, 236 Dora's Talking Dollhouse, 235 437,439,440,44749,469,492, Curry , 185 Doures, Joseph J., 171

496, 517, 530, 540, 543, 549, 550, Curves, 69, 232 Dove, 587,588-89 1 554,559,560,561,562,597,598-99 CVSfpharmacy, 339,373,459,472 Dove Campaign for Real Beauty, 588-89 Coca-Cola Classic, 417 The CW Television Network, 19 Dove Self-Esteem Fund, 589 Cocoa Puffs, 576 Dow Jones News Retrieval, 100 Cohen, Andy, 477 ,>=.;! ;. Dow Plastics, 491 Cohen, Ben, 588 D'Agostino, 368 Downy, 198,213 Coldplay, 319, 512, 513 Dahl, Gary, 268-69 Dr. J, 248, 249 Cole Haan, 36 DaimlerChrysler, 228, 257, 258-59, Dr Pepper, 517 Colgate, 202, 229-30, 530, 543, 552 262-63, 385,404,455,476,477, Dr. Seuss, 235 Colgate Actibrush, 263 548,584 Drakkar Noir, 559 Colgate-Palmolive, 239 Dannon, 523 Dream Dinners, Inc., 74 Combs, Sean (P. Diddy), 489 Darlin, Damon, 532 Dreamworks, 433 Comcast, 435 Dasani, 448, 560 Dreft, 198,199 Comedy Central, 191-92,400 Dash, Eric, 526 Drucker, Peter, 5 Commerce Bank, 206 Datastar, 100 Drumluk, Jennifer, 505 Commercial Alert, 137 Datsun, 213 Dryel, 488 Commuter Channel, 437 David Sunflower Seeds, 501 Dumaine, Brian, 538 Companhania Brasiliera de Distribuicao, Dawn, 198 Dun & Bradstreet, 100,102 566 Dawn Direct Foam, 137 Dunaway, Cammie, 106 Compeau, Larry D., 324 Day, Margaret, 14, 15 Dunkin' Donuts, 31,182-84 Compton, Jim, 313 Days Inn, 469 DuPont, 160,288,297,409,453,458 CompUSA, 380 Daytona 500, 2 DuPont Teflon, 161-62 cornscore Networks, 102,512 DDB Worldwide, 446 Dyson, 208 Conley, Lucas, 33,444 de Guzman, Doris, 199 !C Consort, 533 de Lisser, Eleena, 526 = Consumer Product Safety Codssion, De Mesa, Alycia, 157 Eagle Snacks, 529 82,84,275 Death of a Salesman, 452 Earthbound Farms, 88 Consumer Reports, 93,243,491,574 Defense Logistics Agency, 176 Earthlink, 497 Consumers Union, 574 DeGeneres, Ellen, 188 Eastman, George, 178 Contac, 325 Del Monte, 234 Eastman Kodak, 518 Continental Airlines, 76, 303, 313 Del.isio.us, 135 Eaton, 178 Converse, 36 Dell, 4-5, 18, 19, 24, 32, 54, 76, 97,138, eBay, 25, 37, 38, 76, 319, 382,481,493, Converse All-stars, 24849 161,172,175-76,200,206,209, 495,497,504, 507, 512 Conway, Wayne A., 171 251,309,317,318-19,321,324, Echostar, 493 1-4 Name, Organization, Brand, and Company Index

Eddiebauer.com, 85, 468-69 Fast Company, 32 Frigidaire, 265 Edison, Thomas, 82 Febreze, 432-33 Frito-Lay, 275, 529 Edwards, Jim, 433 Federal Aviation Administration, 84 . Frog Design, 256 Edwardson, John, 451 Federal Bureau of Investigation (FBI), 202 Frontier Airlines, 303, 306 Edy's, 4, 409, 410 Federal Business Opportunities, 176 Froogle.com, 319,497 Edy's Slow-Churned, 404 Federal Communications Commission, 84 Cereal & Milk Bars, 471 eGO Bikes, 278 Federal Energy Regulatory Commission, 84 Fmcco, Giuseppe, 265 Eisen, Mark, 371 FedEx, 232,253,336,524 Fruit of the Loom, 254 Eisinger, Jesse, 477 Federal Internet Crime Complaint Center Fry, Arthur, 267 Eisner, Michael, 41, 238 (IC3), 507 FTC, 521 Ek Chor Distribution System Co. Ltd., 566 Federal Trade Commission (FTC), 84, 102, FTD Florists, 469 Electric Food Dehydrator, 489 202, 234, 326, 330, 419, 487, 507, Fuchs, Marek, 273 Electrolux, 265-66, 560 508,572,577 Fuji, 179, 491, 517

Electronic Arts (EA), 256 C Federated Department Stores, 339 Fukusuke Corporation, 548 Elgin, Ben, 180 FedEx Kinko's, 74-75 Funky Soy Sauce Pringles, 185 The Ellen Degeneres Show, 76 FedEx Logistics, 358 Furniture.com, 497 Elliott, Stuart, 371, 411,433 Feingold, Lily, 157 Fusion razors, 262 Elmer's 3D Paint Pens, 258 Fels Naptha, 268 -7: $7 Emerson, Ralph Waldo, 60 Fendi, 94 .2.. Encyclopaedia Britannica Online, 497 Ferragarno, 342 Gain, 198,199 Engel, Ernst, 78 Ferrari, 48,455,476 GAIN, 598 English Times, 68 Fiat, 455, 476 Gallup Management Consulting Group, Enron, 87, 329 Fiberglass, 232 459 Enterpise Service Quality Index Fidelity Investments, 70, 344, 498 Gap, Inc., 120, 121,196, 228, 233, 342, (ESQi), 126 Field & Stream, 192 361,367,370,382,494,527 Enterprise Rent-A-Car, 124-26 Fiesta Fruity Pebbles, 185 Garden.com, 497 Entourage, 43 3 50 First Dates, 217 Garfield, Bob, 423 Environmental Protection Agency (EPA), FIJI Natural Artesian Water, 216-18 Garrison, Brittany, 157 79,84, 546,584,592 Finaly, Steve, 151 Gasol, Pau, 541 Envisage Technologies, 175 First Nation Peppermint tea, 590 Gates, Bill, 100, 280 Epinions.com, 319 Fish, Desiree, 526 Gateway, 317, 376,467 Epson, 179 Fisher Scientific International, 464 Gator, 270 Equate, 233 Fisherman's Friend, 470 Gatorade, 9,434 Era, 198,199 Fisher-Price, 104 Gay.com, 76 Ernst & Young, 506 Fit produce rinse, 260 Gazeley, 567 Erving, Julius, 249 Fites, Donald, 332, 334 GE, 24, 45-46, 55, 79, 80, 172, 175, 229, Esfahan, Elizabeth, 558 Flair fragrance, 339 231, 236, 264, 266, 329, 343, 349, ESPN The Magazine, 436 Fleischmann's Yeast, 572 463,495,498, 519, 527, 529, 543, ESPN XGames, 71 Flickr, 135 573 ESPN.com, 497,501 Fluhr, Jeff, 5 12-1 3 GE Appliances, 351 Est6 Lauder, 196, 218, 408, 490 F.M.V. brand, 233 GE CustomerNet, 351 Ethan Allen, 494 Fogdog, 234 GE Power Systems, 463 Etonic, 406 Folgers, 213, 468 Geek Factory, 525 eToys.com, 497 Food and Drug Administration (FDA), 82, GEICO DIRECT, 18, 206,338, 34748, Eureka, 265 84, 227 424-25,434,481 European Commission, 82 Food Lion, 383 Gelles, Jeff, 137 European Economic Commission, 175 Foot Locker, 249 General Foods, 558, 580 European Union (EU), 545, 585 Ford Escape, 50 General Mills, 75, 160, 226, 343, 416, Evans, Patti Freeman, 394 Ford Escape Hybrid, 401-02 575-76,580 Everyday Living brand, 233 Ford Expedition, 92 General Motors (GM), 48, 76, 93, 196, Evian, 218,313,447 Ford Explorer, 275 213-15,276,291,310,331,385, Evian Brumisateur Mineral Water Spray, Ford Motor Company, 8, 10,47, 50, 51, 417,433,455,476-77,488,489, 313 88, 93, 275, 335, 336, 339, 342, 353, 533,560 Excedrin Tension Headache Cooling 401-02,410,432,455,476,530, General Services Administration, 175 Pads, 258 543, 561 Gentile, Gary, 280 ,.r .. Exeter Group, 249 Formica, 232 .L .3-"1. Gentlemen's Quarterly, 43 8 Expedia, 382,493,497 Fornell, Claes, 394 George clothing, 371 Experian, 191 Forrester Research, 280, 536 George Foreman's Mean Lean Grilling Express, 156, 373 Forth & Towne, 196,228 Machine, 489 Exxon, 232 Fortune, 192,530,540,580 Gerber, 149, 254 ExxonMobil, 193,276,329-31,543 Fossil, 431 German, Jenny, 4 ExxonMobil Speed-Pass, 81 Fountain, Henry, 513 Gerstner, Eiten, 316 Eyler, John, 283 Four Seasons, 517,525 Gianatasio, David, 249 Fox network, 400 Giant Eagle, 287 F Frank About Women, 486 Giant Food Dehydrator, 488 Facebook.com, 135 Frankel, Alex, 235 Giant Food Stores, 342, 393 Factiva, 102 Frappuccino, 44 Gibson Guitar, 81,297 Fahey, Jonathan, 341 Freed, Joshua, 25 Gies, Jason, 378 Fairfield Inn by Marriott, 229 Freedman, David H., 437 The Gillette Company, 260, 268, 310, 440, Faletra, Robert, 457 Freeport-McMoRan, 333 531,558 The Fall of Advertising & the Rise of PR, Freshdirect.com, 394 Gillette Complete Skincare, 198 442 Freud, Sigmund, 142 Gillette Fusion razors, 263 Family Dollar, 8, 78,188, 209 Freudenheirn, Milt, 326 Gimbel, Barney, 304 Farah, Samar, 137 Friedman, Thomas, 318-19,550 Ginevan, Sean, A9 Farley, Jim, 73 Friends, 448 Ginobill, Manu, 541 Farris, James, 45 7 Friends 2B Made, 33 Ginsu knives, 488 Name, Organization, Brand, and Company Index I- 5

Giorgio Armani, 372, 525, 547 Harley-Davidson, 6, 16, 32, 60, 128-30, Howard Johnson, 469 Girl Scouts of America, 27, 38 230,254, 522 Howard, Theresa, 371, 589 Girl Scouts Uniquely Me, 589 Harousseau, Phillippe, 588, 589 Huang, Claire, 70 Glad Stand & Zip Bags, 258 Harrah's Entertainment, 112, 114-15, 484 Huggies, 104, 237,438 Glamour, 503 Harrington, Lavonda, 137 Hughlett, Mike, 346 GlaxoSmithKline (GSK), 325-26,5 72 Harris Bank of Chicago, 244 Hummer, 81, 92, 203 GLH Formula Hair System, 489 Harry Potter, 235, 551 Hurd, Mark, 456,457 Global 100, 585 Harry Potter and the Half-Blood Prince, Hurley International, 36 Global Advisory Council, 64 441-42 Hyperion Solutions, 93 Global Insight Inc., 215 Hart, Stuart L., 583 Hyundai, 93 GlobalTalk, 560 Harte, Susan, 171 GM Express LT, 476-77 Hartford Financial Services Group, 455 GMC Sierra, 192 Hamard Business Review, 315 "I Can't Believe It's Not Butter," 232 Godiva, 232 Hasbro, 360 Iarns, 213, 488 Gogoi, Pallavi, 371,589 Hawkins, Del I., 105 Ibanez, 297 Gold medal flour, 160 Haworth, 590-91 DM, 77,80,110,119,160,193, 206,231, Golden Corral, 186 HBO, 433 309, 317, 321, 355, 450, 453, 459, Golden Grahams, 160, 226 Head & Shoulders, 198 488, 522,523, 527, 543 Goldman, Kevin, 249 Hear Music, 44, 345 Ice Age II: The Meltdown, 471 Gobnan, Seth, 589 Heartland Computers, 458 Iceland Tourist Board, 223 Gold's Gym, 69 Hebron, Anthony, 156 Icelandair, 223 Goodison, Donna, 249 Hechingers, 61 Icon, 164 Goodman, Drew and Myra, 88 Heffher, Nancy and Harvey, 242 IDEO, 224-25,256 Goodman, Fae, 157 Heineken beer, 558 Iger, Robert, 42 Goodman, Shira, 205, 206 Heinz, 226, 231,407 iGo, 113 Goodyear, 160,161,175,339,3404 Heller, Laura, 25, 567 IKEA, 162,164-65,194,357,384,422, Google, 93, 100, 206, 234, 235, 266, 382, Helliker, Kevin, 379 543,551,560 384,436,497, 501, 504,527 Hendrix, Jimi, 248 iMac, 250 Gordon, Jeff, 4, 145, 409, 410 Hennes & Mauritz, see H&M IMS Health, 102 Gore-Tex, 377 Herbal Essences, 198 Inclusive Technologies, 77 Got Milk? campaign, 145, 560 Hermes Birkin Bag, 286 Independent Grocers Alliance (IGA), 373 Government Printing Office, 175 Hershey, 573 Inditex, 362 Grainger, 385, 389-90 Hershey's Kisses, 237 Infinity, 229 Graman, Kevin, 532 Hertz, 126, 308, 343, 427 Information Resources, Inc., 202, 103, Gramophone, 310 Herzog, Karen, 449 261 Grand Marnier, 294 Hesseldahl, Arik, A9 Infusium 23,198 Grand Theft Auto, 187 Heublein, 314 ING DIRECT, 17 Graphic Communications Group, 180 Hewlett-Packard, 7,18,22,80,161, Ingersoll-Rand, 225 Grass, Jim, 450 172-73,179,228,251,279,317, Inside the Egg Shell Electric Egg Gray, Steven, 576 336, 344, 403, 413, 450, 455, Scrambler, 489 Green Gear Cycling, 14 456-57,491,503,518,529, , 161, 209, 231, 250, 255, 279, 521, Green Mountain Energy (GME), 298-99 530,533 530,576,580 Greenberg, Karl, 73 Highlander (), 69 Interactive Advertising Bureau, 102 ' Greenfield Online, 108 Hill, Harold, 452 Interbrand, 560, 587 Greenwald, Todd, 458 Hill, Patricia, 331 International Advertising Festival, 398 Gretzky, Wayne, 410 Hilton hotels, 491, 554 International Chamber of Commerce, 119 Grewel, Dhruv, 324 Hirsch, Sam, 573-74 International Code of Marketing and Grillo, Victor Jr., 490 Hirshberg, Gary, 522 Social Research Practice, 119 Grimes, William, 513 Hitachi, 279 International Consumer Electronics Groupe Danone, 523 Hoffman, Thomas, 115 Show, 472 GrowthPlus, 598 Hohner, 524 International Rectifier (IR), 460-61 GSA, 176 Hokey Pokey Elmo, 282-83 Internet Crime Complaint Center, 202 Gschwandtner, Lisa, 296 Holden, Reed K., 286 Interplak, 293 Gucci, 94, 235, 320, 342, 372, 542, Holiday Inn, 339,343,373, 517, 524 Interpublic Group of Companies, 276 547, 561 Holmes, Dave, 512 Interspar, 566 Guess, 527 Holson, Laura M., 42 Interstate Bakeries, 508 Guest, Greta, 165 Home Depot, 4, 38, 53, 55, 65, 85-86, 161, Intimissimi, 156 Gunthy-Renker, 489 186-87,209-10,343,347,356, Intuit, 508 Guy Laroche, 559 357, 376, 377, 380, 382, 443, 455, INVISTA, 161-62 Guyer, Lillie, 73 515,530 Invoke Solutions, 107 Home Shopping Network (HSN), 488 IPEX, 156 . -3 *..: ,,c. Honda, 72, 88, 92, 189, 213, 229, 492, iPod, 135, 218, 251, 252, 346, 371, 376, H&M, 342, 361,362,410 501 492,521,527 H&R Block, 577 Honda Civic, 72, 93,492 Irish Spring, 230 Haagen-Dazs, 160 Honda Element, 501 Iron City Beer, 141 Habitat Coffee, 85 Honda Fit, 203 Isla, Pablo, 361 Habitat for Humanity, 85 Honda Insight, 93 Island Michael Kors FIJI Fragrance, 218 Haig, Matt, 505 Honda Ridgeline, 501 I'tchik Herbal Tea, 590 "Hair in a Can," 488 Honest Tea, 27,588-90 iTunes, 251,344, 345,436,492 Halliday, Jean, 417 Honey We're Killing the Kids, 406 ivillage, 187, 502, 503 Hallmark, 132, 197, 503, 517 Hoover's, Inc., 100, 102 Ivory Bar Soap, 198 Hamilton, Laird, 188 Horizon Organic milk, 226 Ivory Snow, 198,199, 203 Hamm, Mia, 135 Hormel, 234 Hampton Inn, 517 Horovitz, Bruce, 137 IiI Hardee's, 11, 574, 575 House, Martha, 60-61 J. Crew, 315 Harley Owners Group (H.O.G.), 16 House of Blues, 491 J. Mendal, 16 1-6 Name, Organization, Brand, and Company Index

Jack Nicklaus golf clubs, 372 Kennedy, John F., 81, 581 LaSalle Bank, 6 Jackson Hewitt, 577 Kenneth Cole, 437 Laser Logic, 574, 576 Jacobs, Jim, 483 Kenseth, Matt, 230 LaserJet, 403 Jaffe, Sam, 437 Kenwood, 279 Lasswell, Mark, 560 Jaguar, 308 Kermit the Frog, 402 Latterman, Peter, 490 James, LeBron, 35, 409,410, 549 Keys, Alicia, 489 Lavagna, Gina, 136,137 Japan Tobacco, Inc., 554 KFC, 49,550,555,560 Lawson, Jacquie, 197 Jarrett, Dale, 4 Kharif, Olga, 538 Lazare, Lewis, 449 Jawbone, 235 Kia, 50,138 LazerWriters, 250 Jaworski, Bernard, 518 Kia Spectra, 191 Lazo, Shirley A., 25 JC Penney, 78,233,368,370,376,446, Kiddy's Class, 362 Le Bernardin, 85 469,486 Kidman, Nicole, 438 Lear Corporation, 455,476-77 J.D. Power and Associates, 102, 214 Kiley, David, 93,437 Lee Jeans, 408 J.D. Powers Initial Quality Study, 151 Killinger, Kerry, 515-16 Legh, Chris, 434 Jean-Georges, 216 Kim, Heyong Min, 316 LEG0 Company, 200,255-56,377 Jeep, 437,440 Kimberly-Clark, 104, 234, 237, 323, 348, Lemon, Katherine, 57 Jeffers, Michelle, 249 503,527 LendingTkee, 432,533 Jell-0, 232, 558 King, Chris, 49 Lennox, Matt, 392 Jell-0 Pudding Pops, 437 Kingsford Charcoal Briquets, 315 Lenovo, 9,317,450 JetBlue, 232, 235, 302, 303, 306, 323,409, Kirin breweries, 554 LensCrafters, 342 410-12,434 Kirkland Signature, 233 Leonard, Stew, 20 Jewel Food Stores, 393 Kirkman, Kevin, 124,126 Lever 2000,207,337 Jewel (singer), 513 Kirkman, 268 Levi Strauss, 75, 78, 141,355, 371 Jewell, Mark, 538 KitchenAid, 85,349,519 - Levine, Rob, 346 Jewel-Osco, 390 Kix, 226 Levi's, 32, 232, 320, 561 Jif peanut butter, 273,432 Kleenex, 232 Levitt, Theodore, 573 Jiffy Lube, 373 hart, 61,236-37,287,370,381,531,587 Lewis, Katherine Reynolds, 331 Jobs, Steve, 250-52 Knight, Phil, 34, 36, 248 Lewis, Regina, 183 Joel, Billy, 295 Knightly, Keira, 436 Lexicon Branding, 560 Joga.com, 384 Knopfler, Mark, 345 LexisNexis, 100,102,103 Johansson, Lennart, 265 Koch, Jim, 434 Lexus, 14,19, 20, 72,150-51, 208,229, John Deere, 200-201, 270 Kodak, 169,175,178-80,232,299,454, 232,350,407, 524, 525,529 John Hancock Mutual Life Insurance 491,503,517 The Lexus and the Olive Tree Company, 593 Kohl's, 78, 367, 370, 414 (Friedman), 550 Johnson &Johnson,11-12, 76, 276, 520, Komatsu, 332, 529 LG Electronics, 279, 556, 557-58 521,522,543 Kontzer, Tom, 465 Libby, Tom, 215 Johnson, Sam T., 462 Koranteng, Juliana, 42 Lidor, Danit, 180 Johnson's Baby Shampoo, 543 Kosdrosky, Terry, 477 Lifestyles Spa, 377 Jones Soda, 48,49 Kotler, Philip, 274 Lifetime Television, 138, 187 Jordan, Michael, 248, 541 Kotula, Angela, 3 Ligos, Melinda, 465 Jose Cuervo, 433 KPMG, 307 Lillian Vernon, 486 Journeys, 249 Kraft, 44, 136,185, 226, 233, 343, 348, The Limited, 121,156, 233, 370, 373 Joy Dishwashing Detergent, 198, 323 415,416,428,432,492,575,580 Limited Brands division, 156,373 Joy, 32 1 Krantz, Marshall, 243 Lincoln, Abraham, 81 J.P. Morgan Chase, 132-33 Krapp, 560 Lion's Gate, 44 Jupiter Research, 102 Krasny, Michael, 450,451-52 Lippert, Barbara, 411 Just for Me, 533 Krispy Kreme, 356 Liquid Seats, 512 Juszkiewicz, Henry, 81 Kroc, Ray, 62,64 Liquidlogic Kayaks, 433 JVC, 238 Kroger, 88, 188, 233, 337, 342, 364, 366, Listerine, 407 JWT,410,411 367,393,416 Liz Claiborne, 371 Kroger Brand, 233 Liz Lange, 233 Kryptonite locks, 225 L.L. Bean, 20, 318,483,486,494, 504 K Kudrow, Lisa, 448 Logitech, 533 Kg Advantix, 434 Kuhlman, Arkadi, 17 Logo network, 76 KaBoom!, 85-86 Kukoc, Tony, 541 Lohan, Lindsay, 145, 156 Kachersky, Luke, 316 Kulha, Shari, 165 L .. Loman, Willy, 452 Kahn, Greg, 121 Kumar, v., 22 Longo, Don, 371 Kahn Research Group, 120-21 Kurczewski, Nick, 73 Lopez, Jennifer, 489 Kang & Lee Advertising, 75 Kushner, David, 93 L'Oreal, 187 Kang, Stephanie, 249 Louis Vuitton, 259-60, 342 Kao Corporation, 256 Love, Richard, 22 Kasler, Dale, 346 L.A. Gear, 248 Loveman, Gary, 115 Keegan, Paul, 346 Laabs, Jennifer, 249 Lowe, Frederick H., 526 Keegan, Robert, 341 LadiesJHomeJournal, 138 Lowe's, 53,113, 161, 210, 347, 382,455, 530 Kelleher, Herb, 10, 241, 302-04 Lafley, A. G., 6, 401 Lucky, 156 Kelleher, Kevin, 341 Lajdziak, Jill, 214 Lucky Charms, 576 Kellogg, 133, 153, 233, 253,416, 471, 558, Larnont, Judith, 465 Lufthansa, 244 559,575,580 Land Rover, 433,488 Luhrmann, Baz, 438 Kelly, Alfred F. Jr., 525 Landor Associates, 235 Lukken, Walter, 330 Kelly Blue Book, 491 Landy, Heather, 379 Lurie, Nicholas, 316 Kelly, Gary, 304 Lane Bryant, 376 Luvs, 198, 323 Kelly, Jim, 19, 160 Lang, Marie-Claude, 561 Luxottica, 342 Kelly, Ron, 458 Larsen, Ralph, 12 Lycos, 234 Kendy, William F., 289 Las Vegas Convention and Visitors Lyons, Daniel, 115 Kennedy, Bud, 379 Authority, 76-77 Lyric Opera Company, 27 Name, Organization, Brand, and Company Index 1-7

!$g fi Ji Mead Inteli-Gear learning system, 258 Mr. Clean Magic Eraser, 272 M&M Mini's, 258 MeadWestvaco, 311 Mr. Clean MagicReach, 264,272 M&Ms, 236,407 Meijer, 367, 369 Mr. Handyman, 373 M.A.C. Cosmetics, 196 Meineke Mufflers, 373 Mr. Microphone, 488 Mac, 141,190-91,250,376 Men in Black, 433 Mrs. Dash, 533 Mac OS X, 250-51 Menzer, John, 567 MSN, 497 MacArthur, Kate, 49,423,449 Mercedes Maybach, 526 MTV, 26, 70, 141, 194, 400, 549, 550 MacLean, Hadley and Doug, 189 Mercedes-Benz, 14,193-94, 203, 208, Mucha, Thomas, 490 Macy's, 236-37,339,367 228,231,437 Munro, Laura, 120 Mad Science Group, 373 Mercedes-Benz Fashion Week, 448 The Muppets, 235 Madden, John, 467 Merrill Lynch, 244 The Music Man, 452 Magic English, 68 Merry Maids, 373 Musicland, 345, 346 Mahogany cards, 132 Method home products, 234 Musicmatch, 344,345 Maid in Manhattan, 489 MetLife, 532 MusicNow, 345 Majeski, Brian T., 296 Metro, 384 Mutschler, Gary Steffora, 280 Malcolm Baldrige National Quality Metro 7,371 MyFamily.com, 503 Award, 150,243 Metropolitan Washington Council of Myser, Michael, 206 Malik, Om, A9 Governments, 9 mySimon.com, 319 Mall of America, 377, 378, 380 Mexx, 361 MySpace.com, 135 MGM, 244 Mangalindan, Mylene, 505 t5 5 Mango, 361 Miami Heat, 249 : I Manson, Marilyn, 196 Michaels, 380 Nabisco, 460, 503 MapInfo, 191 Michelin tires, 543 Nacara Cosmetiques, 202 The March of Dimes, 408 Mickey Mouse, 41,550,551 Nader, Ralph, 580,581 Maresca, Bob, 537, 538 , 19, 24, 35,38, 55,100,112,119, Nagle, Thomas T., 286 Margolis, Elana, 394 231, 250, 252, 345,443,450,495, Napster, 345, 521 Marketing Research Association, 122 503, 507,508, 511, 515,'518,521, NASCAR, 2-4,6,33,409,410,443 Marketwatch.com, 500 524,527,533,549,550,576,580 Nash, Elizabeth, 362 Marks and Spencer (M&S),278 Microsystems Engineering Company, 289 Nath, Mahendra, 423 Marlboro, 434,554 Mikasa, 367 National Arts Education Initiative, 418 Marquis, 248 Miller, Arthur, 452 National Association for Stock Car Auto Marr, Merissa, 42 Miller Beer, 254 Racing. see NASCAR Marriott, 5, 104-05, 229, 240, 244,469,470 Miller, Lara, 379 National Association of Real Estate Marriott ExecuStay, 229 Miller Lite, 397, 437 Brokers, 132-33 Marshall's, 371 Millman, Joel, 326 National Basketball Association (NBA), Martha Stewart Everyday, 236-37 Milton Bradley, 446 54042 The Martin Agency, 424 The Mind of Mencia, 191 National Do-Not-Call Registry, 487 Martin, Neal A., 115 Ming, Yao, 541, 542 National Enquirer, 435, 438 Mary Kay Cosmetics, 338, 347,413 Minolta, 437 National Fluid Milk Processors Education Maslow, Abraham, 143 Mission Impossible 111,433 Program (MilkPEP), 145 Massimo Duti, 362 Mist Stick, 560 National Gay Newspaper Guild, 76 MasterCard, 50, 87, 205, 276,437 Mistubishi Pajero SUV, 559 National Hardware Show, 60 MasterCard World card, 188, 525 Mitchell, Alan, 417 National Public Radio, 492 MasterFoods, 236 Mitchell, Mike, 465 National Record Mart, 345 Matrix, 427 Mitsubishi, 555, 559 National Semiconductor, 173 Matsushita, 238 Mitsubishi Montero, 559 Naturally Preferred brand, 233 Matz, Timothy, 157 Mizrahi, Isaac, 26 Nature Valley, 160 Max Factor, 198 MLB, 33,513 Nature's Gift, 275 Maxwell House, 372,434 Molly McButter, 533 Naurnan, Matt, 93 Maynard, Micheline, 304 Molson, 397 Nautica, 162 Mayo Clinic, 240 Monocryl, 522 Nautilus Bowflex, 489 Maytag, 377,434 Monsanto, 38-39 NBA, 33,248,513,551 Maytag Neptune Washer, 590 Monster Thickburger, 11, 574, 575 NBA Europe Live, 542 Mazda, 491 Monster.com, 437 NBC, 329,400,441 McCall, Melissa, 410 Mont Blanc, 208,418 NCAA, 4 McCann Erickson Worldwide, 205,439 Moody, Michael, 570 Neale, Jon, 567 McCann Worldgroup, 276 Morissette, Alanis, 513 NEC Corporation, 279,464-65 McCartney, Paul, 70 Morrison, David, 157 Needleman, Rafe, A9 McDonald, Duff, 243 Morrison, Terri, 171 Neeleman, David, 410 McDonald, Richard and Maurice, 62 Morrow, Keith, 457 Neff, Jack, 137, 273,490 McDonald's, 11,43,46,49, 62-64,66, Morse, Samuel, 82 Neiman Marcus, 16,78,188,367,368, 105, 121,182, 202, 206,230,231, Morton Salt, 237 486,520 244, 245, 253, 260, 261, 287,320, Morvitz, Thomas and Vicki, 316 Neiman Marcus Last Call Clearance 336, 343, 349, 373, 384, 398,410, Mos Def, 249 Centers, 371 421,440,491, 527, 529, 540, 542, Moss, Kate, 410 Nelly, 145 543,549,550,556,568-70,573, Motel 6, 232, 543 Nescaf6, 343 575,598 Motions, 533 Nestea, 343 McDowell, Edwin, 243 Motorola, 421,489, 518, 550 Nestl6, 26, 343,492, 543, 599 McGrady, Tracy, 145 Moulin Rouge, 438 Nestle Purina, 492 McInerny, Vivian, 157 Mountain Dew, 71, 210 Netflix, 531 McKay, Betsy, 449, 599 Mountain Dew Code Red, 197 NeuFlex, 522 Mountain Dew Livewire, 197 New Product Showcase and Learning McKesson Corporation, 16,206, 390 Center, 253, 254 McMath, Robert, 254 Mower, Sarah, 362 McWilliams, Bruce, 316 Mr. Clean, 6, 272-73,434,488 New York rimes, 497,512 McWilliams, Gary, 25 Mr. Clean AutoDry Carwash, 272-73 New York Yankees, 22, 550 -8 Name, Organization, Brand, and Company Index

.ewman, Randy, 295 Oprah's Boutiqes, 222 Pink, 156-57 kwsweek, 435,436,438 Oracle, 19, 112, 232 Pinson, Bobby, 513 leXT computers, 250 Oral-B, 320 Pioneer Electronics, 279, 432 lexTag.com, 319,501 Orange Glo, 489 Pioneer Hi-Bred International (PHI), lextel, 421,490 Orbitz, 76 288-89 lextel Cup, 4 Oreo cookies, 575. Pipher, Mary, 589 FL, 2,4, 33,513, 597 Oriental Land Company, 554 Pixar Animation Studios, 250, 471 [HL, 33,513 O'Rourke, Michael, 33 Pizza Hut, 98, 373 rick at Night, 432 Ortega, Amancio, 361 Placek, David, 560 lickelodeon, 138, 235-36 Ortiz, Jon, 346 PlanetFeedback.com, 496 Eckerson, Stephen, 280 Oscar Mayer, 434 Planetout Inc., 76 Iicklaus, Jack, 372 Oscar Mayer, Lunchables, 575 Playstation 3, 18, 280 Iicorette, 325 Oshkosh Truck, 197,201 Pocket Fisherman, 488 Iielsen Media Research, 109 Otis Elevator, 5.43 Pokemon, 551 like, 34-36, 37, 187, 194, 206, 222, 228, Out, 76, 77 Pokphand, C. P., 566 230,232,24849, 326,384,409, Out&about.com, 76 Polaroid, 207, 350 410,428,437,446,453, 489, 520, Overstock.com, 326, 371,495 Polo by Ralph Lauren, 372 527,536,549,550, 583 OxiClean, 489 Pontiac Bonneville, 538 Jikon, 144, 145, 299 0~~10,427 Poo, 560 Jiles, Robert, 42 Oxygen network, 138,187 Pop Secret, 160 JineMSN, 511 Oysho, 362 Popeil Pocket Fisherman, 489 Jintendo, 187, 503, 551 Popeil, Ron, 488,489,490 Jissan, 93, 229 p Popov, 314 Jivea, 565 Packard, David, 18 Porsche, 203, 294 Jokia, 179, 231, 524,543, 551, 558 Palm pilots, 335 Porsche Boxster, 294 Joon, Chris, 180 Pampers, 132, 190,198,213, 272, 316,437 Porter, Chuck, 421 Jordstrom, 8, 54, 78, 190, 368, 376, 520, Panasonic, 238, 279 Porter, Michael, 523 524,525,526 Panera Bread, 49, 62,284 Post, 185 Jordstrom Rack, 371 Pantene, 132,198,213,272 Post-It Notes, 267 Jorthwest Airlines, 245, 306 Paoletla, Michael, 423 Pottery Barn, 48, 188 dorthwest Mutual Insurance, 532 Papa John's, 191 Pottery Barn Kids, 188-89 dovartis, 234 Pappas, Charles, 437 Potty Palooza, 444 dowitzki, Dirk, 541 Parenting, 438 Powerade, 409,410 doxzema, 137, 198 Parilla, Julieta, 132 Power Information Network, 215 PDGroup, 537 Park, Andrew, 115 Power Rangers, 551 Qubrush Anti-Bacterial Toothbrush Park Place Lexus, 150,151 Powerpuff Girls, 235 Spray, 258 Parkay, 407 Prada, 94 qudie fruit juice, 475 Parkinson, Andrew and Thomas, 392-93 Pratts, Candy, 248 qutella, 410 Parmley, Suzette, 115 Premier Dell.com, 495 qutridelight, 598 Parsons, Andy, 279 Prescott, LeeAnn, 199 VutriStar, 598, 599 Patagonia, 27 Press, Jim, 92 Paternie, Patrick, 73 Pret a Manger, 62 Paterson, Thane, 93 Pretty Shield Foundation, 590 3 at Home, 138 Pathmark, 394 Price Club, 381 3, The Oprah Magazine, 222 Patton, Tammy, 243 Price, Sol, 381 3cean Spray, 517 Paul Mitchell, 433 PriceGrabber.com, 319 Ictagon, 268 Pavlik, John, 464 Pricehe.com, 319, 496 Idell, Patricia, 589 Payless Shoesource, 121 PriceScan.com, 319 3dwalla, 443 PB teens, 189 PricewaterhouseCoopers (PwC), 593 3ff 5th, 371 Peach 00-la-long tea, 589-90 Prince Felipe, 361 3FF! bug spray, 232 Peanuts, 235 Pringles, 213 The Ofice, 433 Peapod LLC, 392-94 Private Selection, 233 Office Depot, 4,172,205, 206, 276,472, Peeps, 189 PRIZM NE systems, 191 497-98,504,574 Penske Logistics, 358 Procter & Gamble (P&G),4, 5, 6,.15, 18,

OfficeMax, 206,380 People, 436 .. ( 54, 55, 75, 81, 89, 99,132, 135, Ogilvy & Mather, 421, 589 Pepsico, 4,48, 107,133, 197, 209,410, 136-37,185,187,190,196,198-99, Olay, 198,213, 260 437,446,44749,455,517,529, 213,224-25,233,238,260,261, Olay Provital, 187 530,550 262,263-64,266,272-73,287,293, Old Navy, 196,228 Pepsi Twist, 197 323,339,343,351,355,356,357, ' Old Spice, 198, 273,488 Perdue, 204, 226 383, 392,401,416,426,427,432, O'Leary, Michael, 306-08 Perdue, Frank, 560 433,434,444,453,459,488,489, Olive Garden, 203 Pereira, Joseph, 121 498, 502, 503, 520, 522, 523, 527, Olle, 165 Perez, Antonio, 179-80 531,552,558,573,597,598, 599 Ollinger, Cole, 326 Perrier, 447 Product Watch, 432 Olympic Games, 496 Perry, Caroline, 266 Progresso, 427 Olympus Fashion Week, 448 Pert Plus, 198 Pro-Line, 533 Omnicom Group, 439 . Petco, 375 Pronto, 265 100 Black Men, 133 Peters, Jeremy W., 151 Propel Fitness Water, 9 The Onion, 573 Pets.com, 497 ProQuest, 100,103 Online Privacy Protection Act (OPPA),508 Petsmart, 315, 367 Provigo, 390 OPEC, 331 Philips, 279, 558 Prozac, 560 Opel, 215 Philips Lighting's Earth Light, 590 Prudential, 206 OPEN: Small Business Network, 192-93 Physique shampoo, 198 Prudential Insurance Company, 254, The Oprah Winfiey Shaw, 43 3 The Picture People, 438 532, 543 Oprah's Angel Network, 222 Pierce Manufacturing, 201 Pschitt, 560 Oprah's Book Club, 222 Pillsbury, 160, 543 Publishers Clearing House, 506 Name, Organization, Brand, and Company Index 1-9

Publishing and Broadcasting Limited Roper ASW, 405 Seiyu Ltd., 567 (PBLJ,511 Rose Bowl, 513 Selden, Larry, 24 Publix, 367 Rosenberg, William, 182 Sena, Joe and Paula, 532 Puffs, 198 Rotella, Steve, 516 Sensodyne, 325 Pull & Bear, 362 Rowling, J. K., 441, 551 Serlen, Bruce, 243 Pyrca, 367 Royal Ahold, 384,393 Sermon, Thomas T., 560 Rubik's Cube, 269 Serres, Chris, 346 e4:I-, Rugrats, 235 Serv-a-palooza, 568, 570 Qantas, 243 Rust, Roland T., 57 ServiceMaster, 488 Quaker Oats, 230 Ryanair, 306-08 Serwer, Andy, 296, 304 Quality Value Channel (QVC), 488,490-91 Ryder System, 358 Sesame Street, 235 Quasar, 238 Ryssdal, Kai, 115 7-Eleven, 367, 369,373,457 7UP, 517 Queer Eye for the Straight Guy, 76 iii Quicken Loans, 494-95 .:. Seventh Generation, 88 Quietcomfort, 538 saab, 9 Seward, John, 379 Quiznos, 490 Safeguard, 198 Sexy Sport, 156 QVC, 488,490-91 Safeway, 15, 55, 61, 88, 367, 368, 373, Shamrock Farms, 137 393,394,416,459,472, 560 Shankman, Peter H., 525 :q Sains, Ariene, 266 Sharp, 279 Li \l Sharper Image, 428,486 The Rack, 508 Sainsbury's, 566 Saks Fifth Avenue, 233,249,276,368, Sheben, Jeffrey, 157 Radioshack, 525 Shell, 369 Rainforest Alliance, 81 376,486,526,554 Sales & Marketing Management, 476 Shirouzu, Norihiko, 93 Ralph Lauren, 315,372 ShopNBC, 488 Ramada Inn, 343,469 Salgueiro, Alex, 423 Sally Beauty Supply, 533 Shop.org, 408 Ramada Limited, 209 ShopperBak, 120,121 Ramona, Joey, 248 Salvation Army, 6, 27,406 Sam's Choice, 233 Shopping.com, 382 Ramstas, Evan, 558 Shoprite, 394 Rao, Venki, 463 Sam's Club, 209, 340, 367, 372, 394, Shopzilla, 382 Ray-Ban, 4, 342,410,433, 437 565, 566 Showtime Rotisserie & BBQ, 488,489 Raymond, Lee, 329 Sarnsung, 26,100, 255, 279,320,324, 339, 587 Shox, 326 Rayport, Jeffrey F., 51 8 Shiners Hospitals for Children, 174 RAZR phone, 421 Samuel Adams, 434 Samuelson, Robert J., 331 Siegel, David, 302-04 RBC Royal Bank, 139 Siemens, 24, 26 RCA, 278,543 San Francisco Zoo, 27 Sanders, Peter, 243 Sierra Mist, 197 Read, Jeani, 589 Silk Soyrnilk, 48, 232, 234,433 Rechtin, Mark, 73 Sand-Freedman, Lisette, 156 Sanyo, 279 Silk, Stacy, 265 Recipe dog food, 437 Silver, Spencer, 267 Red Bull, 9 Saporito, Bill, 371 Red Cross, 221 Sara Lee Corporation, 94, 234 Simester, Duncan, 316 Simmon, Richard, 254 Reebok, 36,248, 540 Sarbib, Jean-Louis, 597 SAS software, 112 Simmons Market Research Bureau, 76,102 Reed, Stanley, 266 Simple Shoes, 235 Reeves, Rosser, 207 Saturday Night Live, 222 Saturn, 213-15,287 Simpson, Jessica, 489 REI, 377,491 Sinclair, Upton, 580, 581 Reinhardt, Andy, 180 Saturn Vue Greenline, 93 Save-A-Lot, 390 Singapore Airlines, 37-38, 206, 306,434 Relnartz, Werner, 22 Sinopec, 343 Relska, 314 Schadler, Ted, 280, 536 Renaissance Hotels, 105, 229 Schaich, Ronald, 284 Sitch, Kelly, 121 Schendler. Brent, 251-52 Six Flags, 311 Residence Inn by Marriott, 229 Skin Bracer, 230 Reverend Billy, 578 Schiller, Gail, 433 Schmeltzer, John, 576 Skin-So-Soft, 256 Revlon, 38, 219, 339,488 Slammers diary brands, 236 Revlon Vital Radiance, 339 Schmelzer, Randy, 157 Schoen, John W., 331 Slurpee, 369 Revson, Charles, 219 SLVR phone, 421 Rhapsody, 521 Scholastic Inc., 441 Scholz, Hanna, 15 Small Business Administration, 102 Ricks, David A,, 171, 560 Smartwater, 234 Ries, Laura, 235 Schultz, Howard, 43 Scion (Toyota), 71, 72-73 Smirnoff, 314 Right Guard, 273 Smith, Evan, 331 Ringwald, Molly, 248 Scooby DOO,235 Scorsese, Martin, 550 Smith, Lynn, 433 The Ritz-Carlton Hotels, 38, 206, 208, 232, Smucker's, 254 240,242-43,515,517,524,525,526 Scotch Tape, 232 Scotchguard, 592 Snapfish, 518 R.J. Reynolds, 202, 253, 580 Snapper, 309 Roadway Logistics Services, 358 Scott, 501 Rocasolano, Letizia Ortiz, 361 Scott, Kim, 265 Snapple, 437 Scott, Lee, 283 Snickers, 236 Rochdale Securities, 32 Snook, Bill, 463 Roche Bros., 394 Scott Towels, 323 Scotts Turf Builder, 437 Social Marketing Institute (SMI), 223 Rock Bottom Restaurants, 408 Soflens, 290 Roddick, Anita, 442 Scrubs, 436 Sears, 75, 76, 324, 341, 367, 368, 373, 382, Softsoap, 230 Rolex, 140, 224,431 Solley, Sam, 560 Rolling Stone, 248 482,488,489,494,524,527,554 Sears/Kmart, 370 Somers, Suzanne, 489 Rolling Stones, 511, 512 Song Airlines, 302, 323 Rollins, Kevin, 480 Sebenius, Jame K., 171 Secret, 187, 198, 213 Sonicare, 293 Rolls-Royce, 224,455,476, 548, 560 , 16,18,26, 76,136,193, 194,278-80, Ronco, 488,489 Securities and Exchange Commission, 102 Sega, 551 299,308,310,321-22,345,371,410, Ronnegard, Evamaria, 165 413,437,450,469,493,499, 518, Room & Board, 287 Segrest, Jen, 165 Segway, 253,522 525,542,543,551,558,583,587 Roosevelt, Franklin Delano, 81 Sony Connect, 521 Roots, 410 Seiko, 179, 372 1-10 Name, Organization, Brand, and Company Index

Sony VAIO, 558 Super Bowl, 2,202,263,402,405,406,414, Todo Dia, 566 Sony Walkman, 52 7 422,430,432,444,501,512,588 Tokyo Disneyland Resort, 554 Soup at Hand, 101 Super Kmart Center, 367, 370 Tommy Hilfiger, 162, 235, 527 Southwest Airlines, 6, 10, 109, 197, 209, Superama, 565 , 434 241,302-04,306,323,344,483, Superman Mighty Muscles Suit, 235 Toon Disney, 138 516,524,531 Supermercados Amigo, 566 Top Shop, 361 Spade, Kate, 302 SuperTarget, 367 Toro, 437 SpaghettiOs, 101 SuperValu,'390 Toshiba, 279, 280, 371,450 Spears, Britney, 489, 513 Sure, 198 Total, 160,226 Speed Stick, 230 Suri, Sanjay, 599 Touch Generation, 187 Spice Market, 526 Swartz, Jeffrey, 568-70 Touch Media Group, 504 Spider-Man Triple Action Web Blaster, 2 35 Sweat, Ed, 34 Tourneau, 490 Spiegel, 318, 486 Sweet Charity, 433 Tower Records, 345 Spin, 192 Swiffer, 560 TownePlace Suites by Mmiott, 229 SpongeBob Squarepants, 235,236,575 Swiffer CarpetFlick, 224-25, 272 Toyota, 5,13, 26,4647,69, 71, 72-73, Sportmart, 209 Swiffer WetJet, 89, 489 88,92,121,136,151, 190, 208,213, SpringHill Suites by Marriott, 229 Swing-N-Slide, 85 228-29,231,238,293,329,350, Sprint Nextel, 4 Swiss Army, 237,491 455,476,543 Sprite, 197, 375, 459, 410, 440 Symantec, 450 Toyota Camry, 218,551 SRI Consulting, 140-41 Szydlowski, Larry, 476 Toyota Prius, 13,92-93, 203, 590 Srivastave, Joydeep, 316 1' Toyota Scion, 228, 238 St. Ives, 533 Toyota Yaris, 203, 293 St. Joseph Aspirin, 132 Tabasco, 268 TOYS'R' US, 282-84,364 Stacey, E. Craig, 417 Taco Bell, 20,287 TrackPass, 3 Standard Oil, 232,580 Tae-Bo, 489 Trader Joe's, 233 Staples, 4, 204, 205-06,367, 382,433,457 TAG Heuer, 222,372 Trans World Entertainment, 345 Star Fox Adventure, 503 Tagamet, 325 Transportation Security Agency, 175 Starbucks, 43-44,49,81,113,141, Tagliabue, John, 362 Trap-Ease America, 60-61 182-84,208,218,232, 345, 369, Talen, Bill, 578 ?f.avelocity,382 372,433,437,442,490,549, 550 Tam, Pui-Wing, A9,457 Travelodge, 469 Starburst, 236 Tarnagotchi, 5 51 Treacy, Michael, 524 Starter clothing, 249 Target, 4,5,49, 50,55,65, 78, 113, 188, Tremor, 135,136-37 Starter Official sneakers, 36 200, 205, 233, 240, 249, 283, 284, TRESernrne, 533 Starwood Preferred Guest, 469 315, 339, 347, 367, 369, 370, 371, Triport headphones, 538 Static Guard, 533 375, 384,416,437,491, 515, 520, ?kix, 226,437,575,576 Stat-USA, 102 529,530,565 Tropical Forest Foundation, 418 Stecklow, Steve, 513 Tashiro, Hiroko, 180 Trottman, Melanie, 304 Steelcase, 193 Taylor, Catherine, 423 Trout, Jack, 417 Stein, Jason, 410 Taylor, Chuck, 248 Tru-Green, 488 Steinberg, Brian, 423 Taylor, Jack, 126 Trump, Donald, 222 Steiner, Christopher, 49 Tea Tree Oil Facial Wash, 232 TRUSTe, 508 Steiner Optical, 197 Technics, 238 Tsiantar, Dody, 33 Steinway & Sons, 294, 295-96 Ted Airlines, 323 Tucker, Shirley, 470 Stern, David, 540, 542 Tedeschi, Bob, 513 Tu11, Donald S., 105 Stevens, Stacey, 184 Teflon Fabric Protector, 162 Tums, 325 Stew Leonard's, 20 Tenet Healthcare, 174 Tupperware, 256 Stewart, John, 230 Tenser, James, 526 Wk, Doug, 115 Stewart, Tony, 4 The Terminal, 433 Twner, Melanie, 233 Stila cosmetics, 196 Tesco, 384, 566 Tweeter, 316 Stojakovic, Peja, 541 Texas Instruments (TI), 253, 289-90, 523 Twenty Something, 157 Stoll, John D., 93 Thickburger, 575 Twinkies, 369 Stonyfield Farm, 522 Thomaselli, Rich, 465 Tyco, 87 Stop & Shop, 393 Thompson, Ross, 171 Tylenol, 12,48,405, 522 Stop-N-GO,367 Thompson, Stephanie, 576 Tyler, Joe, 329, 505 Storch, Gerald, 283-84 Thomson Dialog, 102 man,Daniel, 465 Stout, Erin, 289 3M, 11,229,252,254-55,266-67,591-92 I! :1 i it Straberg, Hans, 265 Ticketmaster, 511, 512 L3 kXC StUbHub, 511-13 Ticketmaster.com, 319 Ueberroth, Heidi, 542 Style, 224 Tide, 15,132, 190, 198, 199, 203, 213, Underwater Adventures, 3 77 Suave, 427 230,231,232, 268,272,316 Underwood, Ryan, 49,81 Subaru, 9, 76,93 Tide with Bleach, 261, 427 Unilever, 96,99,100, 196, 207, 233, 276, Suburbia stores, 565 Tide with Downy, 53 1 337,432,433, 527,531, 552, 556, Subway, 66,120-21,203,373,490,575 Timberland, 520, 568-70 587,588-89 Sub-zero, 519 Eme magazine, 252,438,550 United Airlines, 303, 323,433 SugarTwin, 533 Time Warner, 19, 68,435 United Auto Workers (UAW), 213 Sullivan, Mike, 151 Time-Life, 489 United Parcel Service (UPS), 4, 19, Sun Maid raisins, 387 Timex, 350,431 158-60,206,583-84 Sun Microsystems, 495 Tiplady, Rachel, 362 United Way, 597 Sunbeam, 560 TiVo, 430, 432,493 Universal Studios, 543 Sundown Sunscreen, 437 TJ Maxx, 367,371,377 UPN, 19,443 Sunglass Hut, 342,421 TJX Companies, 371 UPS. see United Parcel Service (UPS) sunkst, 226, 227, 387 TLC, 406 UPS Supply Chain Solutions, 358 Sunsilk hair care, 432 Toastmaster, 43 7 Urban League, 133 SunTrust Bank, 228,236 Tobias, Jim, 77 Urban Outfitters, 78, 344 Super 8,469 Today Show, 441-42 US. Air Force, 164 Name, Organization, Brand, and Company Index 1-31 1

y$i White Cloud, 233 US Airways, 302-04,303 " 3 U.S. Army, 4 Wade, Dwyane, 249 White Wave, 48 U.S. Census, 102 Waffle Trainer, 34 Who Wants to Be a Millionaire?, 551 U.S. Census Bureau, 116,194 Waldbaun's, 394 Whole Foods Market, 364-66 U.S. Commerce Department, 175 Wales, Dan, 392 WholeHealthMD reference library, 365 U.S. Commodity Futures Trading Walgreens, 179, 337 Whopper, 398 Commission, 330 Walker, Elaine, 423 Wie, Michelle, 409,410 U.S. Defense Department, 371 Wall Street Journal, 24,438, 504 Wiersema, Fred, 524 U.S. Department of Justice, 325 Wallace, Rusty, 4 Wikipedia, 135 U.S. Global Investors, 331 Wid-Mart,4,8, 15,24,38,43,45,53,55, Wild Planet, 155 U.S. International Trade Commission, 561 65, 75, 78,81, 96, 97, 113,133,161, Wilkinson, Stephan, 296 US. Navy, 488 162,185,187,188,198-99,205, Williams, Serena and Venus, 145 U.S. Patent and Trademark Office, 100,102 207, 209, 229, 233, 236,249,276, Williams, Vanessa, 489 U.S. Postal Service, 28, 297, 385,452 282-83,284,287,293,309,324, Williams-Sonoma, 367, 373, 526 U.S. Security and Exchange 329, 337, 339, 340, 341, 342, 343, Willson, Meredith, 452 Commission, 100 345, 347, 349, 351, 354, 355,356, Wilson, Dave, 151 U.S. Small Business Administration, 357,361, 364,366, 367,368,369, Wilson, Woodrow, 81 116,175 370-71,375,377,380,381,382, Wine.com, 497 U.S. Southern Shrimp Alliance, 561 383, 384,416,442,459,475,484, Winfrey, Oprah, 138,222,278 U.S. Time Company, 350 495, 515, 516, 517, 520, 523, 524, Winnie the Pooh, 235 USA Today, 405 526,527,529,530,531,533, . Winslet, Kate, 188 USAA, 484 565-67,571,573,578,581,584, 587 Wise, Michael Z., 296 Useem, Jerry, 371 Wal-Mart Supercenter, 353, 367, 550 Wolcott, Jennifer, 505 Utz potato chips, 315 Walsh, Chris, 304 Wolfschmidt, 314 The Walt Disney Company, 4,6,38,4142, Wonder, Stevie, 248 " j Wood, Mary Beth, 156 I., 68, 206, 219, 230, 231, 235,238,471, Valdes-Dapena, Peter, 93 488,489,503,527,549,554 Woods, Tiger, 206, 222, 410 Value Clubs, 566 The Walt Disney Studios Park, 551 Woodyard, Chris, 73 Value Innovation Program (VIP) The Walt Disney World Resort, 492 The World Bank, 547, 597 Center, 255 Walton, Sam, 4,381 World of Warcraft, 187 Van Ameringen, Marc, 598 Wanamaker, John, 412 World Trade Organization (WTO), 544-45 Van Camps Pork & Beans, 315 Wandersleben, Richard, 184 World Wildlife Fund, 434 van der Pool, Lisa, 249 Ward, Ted, 424-25 WorldCom, 87 van Stolk, Peter, 49 Wardell, Jane, 326 Wuebben, Ted, 4 Vans, 136 Warner Bros., 279 Vans Triple Crown, 71 Warner, Fara, 477 d - Varvatos, John, 249 Warner Home Video, 280 Xerox, 179, 459 Vascellaro, Jessica E., 505 Warren, Susan, 304 Xerox Corporation Equipment Vasilash, Gary S., 93 Washington Mutual, 70-71, 514-16, 524 Remanufacture and Parts Reuse Veg-0-Matic, 488, 489 Wariserman, Todd, 137,273 Program, 584 Venus, 440 Water by Culligan Profile Performance, 236 XM Satellite Radio, 44 Verizon, 222, 238, 500 Wave'radio, 538 1 C Vermont Teddy Bear Company, 32 The WB, 19 Versace, 372 WD-40 Company, 2 70-71 Yahoo!, 106, 234, 345, 382,484,497, 501, Vespa, 189 WE tv, 187-88 502,505 Veteran Affairs Medical Centers, 174 WeatherChannel.com, 501 Yahoo! Music Unlimited, 521 Veterinary Pet Insurance (VPI), 531, 532 Weathers, Natalie, 157 Yahoo! Shopping, 319,497 Viacom, 76 Weber grill, 437 Yamaha, 16,297 Victoria's Secret, 121, 156-57, 232, 373 Webster, John S., 115 Yankelovich Monitor, 86-87, 103 Victorinox, 237 Webvan, 253,394 Yaohan, 384 VideoMining, 121 Wegman's, 241 Yee, Amy, 180 ViewSonic, 450 Weight Watchers, 185 Yellowstone National Park, 41 Viking, 208,224,294,519 Welch, David, 93 YMCA, 27 Vildozo, Guido, 215 Welch, Jack, 4546 Yoplait Yogurt, 160,237 WS, 565 Welitzkin, Paul, 477 Young & Rubicam (Y&R),421 Virgin Atlantic Airlines, 306, 396,422 Wellbeing, 392 YouTube, 135,136,206 Virgin Records, 345 Wells, Melanie, 137 Virign Atlantic Airways, 303, 522 7 Wells-Fargo, 268 zahn, Visa, 50, 188, 500, 525 Wendy's, 46, 66,421, 575 Paula, 295 VisaUSA, 496 Wertkauf, 566 Zara, 342,361-62 Vistakon, 521 Western Auto, 373 Zarley, Craig, 457 Vitango, 598-99 Western Union, 517 Zegna, Ermenegildo, 525 VNU NV, 117 Westin Hotels, 207 Zeidler, Sue, 280 Vocalpoint, 135,136-37 WestJet, 99 Zeithamal, Valerie A., 57 - Vodafone, 308 Weston, Liz Pulliam, 532 Zest, 198 Vogue, 156,248, 342,361,438,503,580 Wetherell, Donna, 136, 137 Zhao, Yilu, 532 Volkswagen, 19, 135,397,446 Werner, Les, 156 ZhiZhi, Mengke, 542 Volvo, 167,203, 204, 208, 232,455,492 Wheaties, 160,222,226 Zima, 560 Von Bergen, Jane M., 157 Whelan, Tensie, 81 Zimerman, Krystian, 296 von Hoffman, Constantine, 273 Whirlpool, 204, 265,349, 519 Ziploc, 232 Vongerichten, Georges, 216 Whirlpool White Magic, 549 Zisa, Anna, 190 Vranica, Suzanne, 423 Whitaker, Rick and Rose, 230 Zody, 590-91 VW Beetle, 248 White Barn Candle Company, 374 Zoo Doo Compost Company, 313 1-1 2 Subject Index

Audience engagement, 438 Business to consumer (B2C) online Audience quality, 438 marketing, 494-95 Note: Italicized page numbers indicate Audiovisual materials, 443 "Butterflies," 22 illustrations. Augmented products, 220 Buyback, 548 Automobile Information Disclosure Buyer decision process #I U'L Act, 327 evaluation of alternatives, 148 Access by vulnerable or unauthorized information search, 14748 'Q groups, 507 L;Y need recognition, 147 Accessible market segments, 194 Baby boomers, 69-70 for new products, 150-52 Account development executives, 'Banners, 500 postpurchase behavior, 149 A-34 "Barnacles,"~22 purchase decision, 14849 Account executives, A-34 Barter, 548 Buyer-readiness stages, 404 Account planners, A-34 Basing-point pricing, 318 Buyers, 166, 482 Accumulators, 139 Behavioral segmentation, 386, 189-91 Buyer's rights, 582 Acquisition, 253, 580 Beliefs, 14445, 232 Buying behavior Action programs, A-8-A-9 Benchmarking, 519 complex, 14546 Actionable market segmentation, 194 Benefit segmentation, 189-90 dissonance-reducing, 146 Actual products, 219 Blanket contract, 172 habitual, 14647 Adapted marketing mix, 556 BIo~s,495-96 variety-seeking, 147 Adaptive criteria, 349 Boston Consulting Group Approach, 3940 Buying center, 166 Administered VMS, 343 Brand contract, 401 Buying unit, 162 Adoption process, 150-51 Brand conviction, 146 Buzz marketing, 135, 136,408 Advertainment, 432 Brand equity managers, 239 By-product pricing, 311 Advertising Brand experiences, 6 q-, costs of, 571 Brand familiarity, 146 - = defined, 426 Brand management, jobs in, A-34-A-35 Call plans, 462-64 developing strategy, 428-38 Brand personality, 141 Call reports, 465 evaluating, 438-39 Brand switching, 147 Cannibalization, A-25 international decisions, 44041 Branded entertainment, 432 CAN-SPAM Act, 505 jobs in, A-33-A-34 Branded variants, 316 Capital items, 222 online, 500-502 Brand(ing) Captive-product pricing, 310-1 1 organizing for, 439 brand equity, 230-3 1 Careers, in marketing, A-27-A-36 as promotion tool, 398, 414 development, 23 7-38 Caring capitalism, 27 setting budgets, 428 extensions, 23 7-3 8 Cash discounts, 312 setting objectives, 426-28 managing, 238-39 Cash rebates, 316 Advertising agency, 439 name selection, 232-33 Cash refunds, 471 Advertising appeals, 431 new, 238 Cash-and-carry wholesalers, 387 Advertising budget, 428 in PLC concept, 268 Catalog marketing, 485-87 Advertising media, 435-38 positioning, 231-32 Category killers, 367, 369 Advertising objectives, 426-28 productlservice decisions and, 225-26 Causal research, 101 Advertising promotion, 418 sponsorship, 233-37 Central America Free Trade Agreement Advertising specialties, 471-72 Break-even analysis, A-13 (CAFTA),546 Advertising strategy, 428-38 Break-even pricing, 291-92, A-12 Central business districts, 379 Affiliate programs, 501-02 Break-even volume, 292 Cents-off deals, 471 Affordable method, 412 Brick-and-mortar companies, 24,493, 496 Chain ration method, A-17 African American consumers, 132-33 Broadcast media, 409 Chain stores, 372 Age and life-cycle segmentation, 187 Brokers, 387, 388 Channel conflicts, 339 Age compression, 157 Budgets, 53, A-9 Channel differentiation, 206 Age, life cycles and, 139 Builders, 139 Channel levels, 324-27, 338 Agents, 387, 388 Business analysis, 259 Channels of communication, 407-09 AIDA model, 405-07 Business buyer behavior Channels within nations, 562 A10 dimensions, 140 business buying process,~'i69-72 Character licensing, 235 Air carriers, 355-56 defined, 160 Checkout scanners, 109 Airtruck, 356 e-procurement, 172-74 Chief marketing officer (CMO), 55 Alliances, 501-02 ' influences on, 167-69 Chief privacy officer (CPO),119 Allowance pricing, 312 institutions and government markets, Children, as influence on buyer Alternative evaluation, 148 174-76 behavior, 138 Alternative media, 436,437 participants in process, 166-67 Chinese Americans, 74 Americanization, 549-5 1 types of buying situations, 163-66 Chinese demographic, 68-69 Analysis, 52 Business buying process, 160 Citizen-action publics, 67 Angel customers, 24 Business, legislation regulating, 82-84 Clayton Act (1914), 323, 352 Appeals, types of, 405 Business markets, 66,160-62,192-93 Click-and-mortar companies, 24,493, Approach, 466-67 Business portfolios, 3944 496,497-98 Art directors, A-33 Business promotion tools, 472-73 Click-only companies, 493,496,497 Asian American consumers, 133 Business services, 222 Closed-end questions, 109 Assessments, of marketing information Business to business (B2B) online Closing, 468 needs, 97-98 marketing, 495 Club marketing programs, 16 Atrnosphere(s) Business-to-business (B2B) companies, 416 Co-brandling, 233, 236-37 as media type, 409 Business-to-business (B-to-B) marketers, 160 Code of ethics, AMA, 593, in store, 376 Business-to-business e-commerce, 24 594-95 Attitudes, 14445, 149 Business-to-consumer (B2C) Cognitive dissonance, 149 Attributes, 223-25 companies, 416 Commercial noise, 580 Subject Index

Commercial sources, 148 reactions to price changes, 321-22 Customer value analysis, 520 Commercialization, 262-63 rights of, 582 Customer-centered company, 534 Commission merchants, 388 Contact methods, 105-08 Customer-centered new-product Communicability, 152 Content sponsorships, 501 development, 263-64 Communication adaptation, 559 Contests, 472 Customer-driven companies, 10-11 Communication effects, of an ad, 439 Contextual advertising, 501 Customer-driven marketing strategy Communications Continuity, 438 designing, 8-12 channels of, 407-09 Continuous innovation, 529 differentiation and positioning, 203-10 choosing media, 407-09 Continuous inventory replenishment introduction, 184-85 collecting feedback, 411-12 systems, 356 market segmentation, 185-94 designing a message, 405-07 Contract logistics. See Third-party as marketing strategy, 48, 50 determining objectives, 404-05 logistics (3PL) provider target marketing, 195-203 identifying target audience and, 404 Contract manufacturing, 554 Customers process, 402-04 Contractual VMS, 34243 angel vs. demon, 24 selecting message source, 409-10 Contribution margin, A-14 capturing value from, 19-22 Community shopping centers, 380 Control, 55-56 loyalty and retention of, 20 Company, other groups in, 65 Control issues, 349 market types, 66 Company resources, 201 Controls, A-9 needs, wants, and demands of, 6 Company sales force, 348 Convenience products, 220-21 new-product ideas from, 255 Comparative advertising, 427 Convenience stores, 367, 368-69 retaining and growing, 17-18 Comparison pricing, 326 Conventional distribution channel, 340 Customer-segment pricing, 313 Compatibility, 152 Conventions, 472 Customer-value marketing, 587 Compensation Conversion rates, 120 2 $ international trade and, 548 Copy, in an ad, 435 !L 4 of salespeople, 461-62 Copywriters, A-3 3 Data mining, 112 Competitive advantage, 204, 207, 516 Core beliefs, 86-89 Data smog, 96 Competitive intelligence, 99 Core benefits, 219 Data warehouses, 112 Competitive intelligence system, 522 Corporate chains, 372, 373 Database marketing, 507-08 Competitive marketing strategies, 516, Corporate identity materials, 443 Database services, 103 522-34 Corporate image advertising, 222 Deceptive practices, 572-73 Competitive review, A-4 Corporate marketing ethics policies, 591 Deceptive pricing, 326 Competitive-party method, 412-13 Corporate Web site, 499 Deciders, 166 Competitor map, 518 Coshopping, 157 Decision process, 162 Competitor-centered company, 534 Cost-based pricing, 285, 288, 290-91 Decline stage, 271-73, 274 Competitors Cost-plus pricing, 290-91, A-12 Decoding, 403 analysis of, 516-22 Costs Deficient products, 590 assessing, 518 at different production levels, 289-90 Delighting the customer, 150-5 1 in company's microenvironment, 66-67 as function of production, 290 Demand chain, 335 identifying, 517-18 types of, 288-89 Demand curve, 297 marketing strategies of, 201 Counterpurchase, 548 Demand management, 9

myopia of, 517 Countertrade, 548 Demand, pricing and, 294, 296-99 , new-product ideas from, 256 Coupons, 470-71 Demands, 6 reactions to price changes, 322 Creative concept, 431 Demarketing, 9 selecting which to attack or avoid, Cross-functional, cross-company Demographic environment, 68-77 520-22 teams, 357 Demographic markets, 43 strategies and pricing by, 299 Cues, 144 Demographic segmentation, 186, 187-88 Complex buying behavior, 14546 Cultural environment Demography, 68-77 Complexity, 152 of company, 86-89 Demon customers, 24 Component materials, 222 global marketing and, 548-51 Demonstration, 467 Concentrated marketing, 197 Cultural factors, affecting consumer Department stores, 367, 368 Concept development and testing, 257-58 behavior, 131-34 Depth, of product mix, 230 Concept testing, 257-58 Cultural pollution, 579-80 Derived demand, 161 Conformance quality, 224 Culture, 131 Descriptive research, 101 Connectors, 136 Current marketing situation, A-2-A-5 Design, 224-25 Consistency, of product mix, 230 Customer business development (CBD) Design for environment (DFE) practices, Consumer behavior teams, 459 584 buyer decision process, 147-52 Customer databases Differences, promoting, 207 characteristics affecting, 13145 defined, 483 Differentiable market segmentation, 194 international, 153 direct marketing and, 483-84 Differentiated marketing, 196-97 model of, 130-31 Customer equity, 21-22, 231 Differentiation types of, 13047 Customer evangelists, 14 as competitive strategy, 523 Consumer buyer behavior, 130 Customer intimacy, 524, 525-26 defined, 50,185 Consumer products, 220-21 Customer lifetime value, 20 positioning and, 203-10 Consumer Product Safety Act (1972), 275 Customer management, 9 service, 24344 Consumer to business (C2B) online Customer management organization, 55 Digital age, 23-24 marketing, 496 Customer perceived value, 13 Digital coupons, 492 Consumer to consumer (C2C) online Customer relationship management Digital direct marketing technologies, marketing, 495-96 (CRM), 16-18,45,112-13,468 491-93 Consumerism, 581-82 Customer relationships Direct exporting, 553 Consumer-oriented marketing, 586-87 changing nature of, 16-18 Direct investment, 555 Consumers management of, 13-16 Direct marketing changing spending patterns of, 78 partner relationship management, customer databases and, 483-84 expectations of, 149 18-1 9 customer relationships and, 17 marketing's impact on, 571-77 Customer sales force structure, 454-55 defined, 415,480 markets, 66, 130 Customer satisfaction, 13-1 5 forms of, 484-93 promotions, 469,470-72 Customer value, 7, 13 growth and benefits of, 481-83 Subject Index

Direct marketing-continued marketing intelligence and, 100 Frontal attack, 531 integrated, 505-06 in marketing research, 118-22 Full-line forcing, 352 new model, 480-81 political environment and, 84-86 Full-service retailers, 368 online, 493-505 Ethnographic research, 104-05 Full-service wholesalers, 386, 387 as promotion tool, 399 Evaluation, 473 Functional discounts, 312 public policy issues in, 506-09 Evaluation of alternatives, 148 Functional organization, 55 Direct marketing channels, 338 Events, 409 ' 2ITi ." Direct-mail marketing, 484-85 Everyday low costs (EDLC), 565 .,.--2 .. Direct-response television marketing Everyday low pricing (EDLP), 287,377, Games, 472 (DRTV),488-91 565 Gatekeepers, 166 Direct-retailing channels, 381 E-waste, 80 Gateway marketing, 157 Disabled customers, 77 Exchange controls, 544 Gay consumers, 76-77 Disadvantaged consumers, 577 Exchanges, 7 Gay, lesbian, bisexual, and transgender Discount stores, 367, 370 Exclusive dealing, 352 (GLBT) market, 76 Discounts, 312 Exclusive distribution, 348, 352 Gender segmentation, 187-88 Disintermediation, 344-47 Exclusive territorial agreements, 352 General Agreement on Tariffs and Trade Display media, 409 Execution styles, 432-34 (GATT), 54445 Dissonance-reducing buying behavior, Executive summary, A-2 General line wholesalers, 387 146 Expense reports, 465 General merchandise wholesalers, 387 Distinctive competencies, 38 Experience curve, 290 General need description, 169 Distribution centers, 354 Experiencers, 141 General public, 67 Distribution channels. See also Marketing Experiences, 6-7, 219 Generation X, 70-71 channels Experiential retailing, 377 Generation Y, 71 global marketing and, 562 Experiential sources, 148 Generational marketing, 71-72 Distribution, costs of, 571 Experimental research, 105 Geodemographic segmentation, 191 Distribution review, A-4-A-5 Experiments, 106-08 Geographic market, 533 Distributor brand, 233 Exploratory research, 101 Geographic organization, 55 Distributors Exporting, 552-53, 563 Geographic segmentation, 185-87,193 new-product ideas from, 256 External idea sources, 255-56 Geographical markets, 43 as wholesalers, 387 External information sources, 102 Geographical organizations, 563 Diversification, 44 External stimuli, 147 Geographical pricing, 317-18 Divisibility, 152 Extranet links, 172 Getting Started customers, 139 Doha Round, 545 Extranets, 113 GLBT market, 76 Do-not-call legislation, 487-88 - Global firm, 543 Dot-coms, 24,493,497 p Global marketing Downsizing, 44 Factory outlets, 367, 371-72 cultural environment, 548-51 Drive, 142-43, 144 Fads, 268-69 current state of, 54244 Drop shippers, 387 Fair competition, 419 direct investment, 555 Dumping charges, 561 Fair Packaging and Labeling Act economic environment, 54648 Dynamic pricing, 318-19 (1966), 227 exporting, 552-53 Families, 72-74, 138 international trade system, 54446 Fantasy style, 434 joint venturing, 553-55 Early adopters, 152 Fashion, 268 original choices, 563 Early majority, 152 Fast fashion, 361-62 political-legal environment, 548 Echo boomers, 71 Fax mail, 485 program choices, 555-62 Economic communities, 545 Federal Food, Drug, and Cosmetic Act, reasons for, 551-52 Economic conditions, 299 275 Global organizations, 563 Economic environment Federal Trade Commission Act (1914), Globalization, 25-26 of company, 77-78 227 Goals, setting, 38-39 global marketing and, 54648 Feedback, 403,411-12 Good-value pricing, 287 Economic factors, 193 Field sales force, 457 Government intervention, 79 Economic situation, as influence on buyer Financial intermediaries, 66 Government markets, 66,174-76 behavior, 140 Financial publics, 67 Government publics, 67 Editorial quality, 438 Fishyback, 356 Green marketing programs, 583 Elastic demand, 298 Fixed costs, 288,291-92, A-11 Green movement, 79-80 Ti Electronic data interchange (EDI), 356 Fixed fee, 311 i i Gross margin percentage, A-20 E-mail, direct marketing and, 485, 503-04 Fixed prices, 318 Group interviewing, 106 Emotional appeals, 405-06 Fluctuating demand, 162 Groups, 134-37 Encoding, 403 FOB-origin pricing, 317-18 Growth, 43 End user, 533 Focus, 524 Growth stage, 270,274 Engel's laws, 78 Focus group interviewing, 106, 107 Growth-share matrix, 39 Enlightened marketing, 586-91 Follow-up, 468 Entrepreneurial marketing, 522-5 3 Format, of an ad, 434 M Environmental concerns, 79 Formulated marketing, 523 Habitual buying behavior, 14647 Environmental factors, for business Four C's of marketing, 51 Handling objectives, 468 buyers, 168 Four P's of marketing, 12,47, 50-51, Harmful products, 573-74 Environmental sustainability, 583 130,163 Harvesting the product, 273 Environmentalism, 582-85 Fragmentation, 400 Headline, in an ad, 434-35 Environmentally sustainable strategies, Franchises, 342, 372,373 Hierarchy of needs, 143 79-80 Free goods, 472 High prices, 571-72 E-procurement, 172-74 Free Trade Area of the Americas High-low pricing, 287, 377 E-tailers, 497 (FTAA), 546 High-pressure selling, 573 E-tailing, 381-82 Free trade zones, 545 Hispanic consumers, 131-32 Ethics Freight-absorption pricing, 3 18 Home shopping channels, 488 AMA code of, 591-93,594-95 Frequency marketing programs, 16 Horizontal conflict, 339 customer relatinoships and, 26-27 Frequency, of message, 435-38 Horizontal marketing systems, 343 Subject Index 1-1 5

Humor, in advertising, 405-06 International product and services Low-interest financing, 317 Hybrid marketing channels, 343 marketing, 275-76 Loyalty status, 190-91 Hypermarkets, 369 International subsidiaries, 563 International trade system, 54446 & &' Internet Macroenvironment Idea generation, 254-56 catalog marketing and, 486 cultural environment, 86-89 Idea screening, 256 defined, 23-24 defined, 64 Ideas marketing, 223 direct marketing and, 480-81 demographic environment, 68-77 Illustration, in an ad, 434-35 e-procurement, 172-74 economic environment, 77-78 Image differentiation, 206 fraud on, 506-07 forces in, 68 Image style, 434 logistics transportation and, 356 natural environment, 79-80 Immersion groups, 106 nonstore retailing and, 381-82 political environment, 82-86 Impact, of message, 435-38 surveys, 106-08 technical environment, 80-82 Implementation, 53-54 Internet marketing, 84 Madison & Vine, 431,432-33 Inbound distribution, 352 Internet service providers (ISPs), 497 Magnuson-MossWarranty Act (1975), 275 Inbound telephone marketing, 487 Interpersonal factors, for business Mail questionnaires, 106 Incentives, 473 buyers, 168-69 Mail-order wholesalers, 387 Income, changes in, 78 Interstitials, 500 Maintenance, repair, and operating (MRO) Income distribution, 78,547 Intranet, 113 products, 385,389-90 Income segmentation, 188 Intrapreneurial programs, 254-55 Major media types, 435-36 Income statement, A-18, A-19 Intrepreneurial marketing, 523 "Make and sell" philosophy, 10 Independent off-price retailers, 367, 371 Introduction stage, 269-70, 274 Management contracting, 554 Indirect attack, 531 Invasion of privacy, direct marketing Management, of marketing process, 52-56 Indirect exporting, 553 and, 507-08 Manufactured materials, 222 Indirect marketing channels, 338 Inventory management, 354-55 Manufacturer's agency, 348 Individual factors, for business buyers, Inventory turnover rate, A-20 Manufacturer's agents, 387 169 Issues, A-6-A-7 Manufacturer's brand, 233-34 Individual interviewing, 106 Manufacturer's sales branches and Individual marketing, 200-201 offices, 388 Industrial distributors, 348, 387 Jobbers, 387 Manufacturer-sponsored Industrial economies, 78, 547 Joint ownership, 554-55 retailer/wholesaler franchise Industrial products, 221-22 Joint venturing, 553-55 system, 342 Industrializing economies, 547 Junk e-mail, 503-04 Market challenger strategies, 527, 530-31 Inelastic demand, 162, 298 Just-in-time logistics systems, 354-55 Market challenges, 52 7 Influencers, 166 Market description, A-3 The influentials, 135 Market development, 43 Infomercials, 488,489-90, 506-09 Kiosk marketing, 492 Market differentiation, 48, 50 Information search, 14748 Market environment, 38 Informative advertising, 427 Market followers, 527 Ingredient labeling, 582 Labeling, 227 Market follower strategies, 527, 531 Innovation, 253,255,266 Laggards, 152 Market growth rate, 3940 Innovation management system, 264 Late majority, 152 Market leaders, 527 Innovative marketing, 587 Leading adopters, 135 Market leader strategies, 527-30 Innovativeness, differences in, 151-52 Learning, 144 Market management organization, 55 Innovators, 141 Learning curve, 290 Market modification, 270 Inside sales force, 457 Length, of product mix, 229-30 Market nichers, 527 Inside-out perspectives, 10 Lesbian consumers, 76-77 Market nicher strategies, 527, 531-34 Institutional markets, 174 Less-for-much-less positioning, 209 Market niches, 48 Integrated direct marketing, 505-06 Licensed brand, 233 Market offerings, 6-7, 2 18-1 9 Integrated logistics management, Licensing, 235-36, 554 Market penetration, 43 356-58 Life-cycle stages, 139 Market pioneer, 270 Integrated marketing communications Lifestyle Market potential, A-16 (IMC), 399402,418-19 as advertising execution style, 433 Market rollout, 263 Integrated marketing mix, 50-51 as influence on buyer behavior, 140 Market segment, 48 Integrated marketing program, 12 Lifestyle centers, 380 Market segmentation Intensive distribution, 348 Lifestyles of health and sustainability behavioral, 186, 189-91 Interactive marketing, 242 (LOHAS) market, 88 business markets, 192-93 Interactive TV (ITV), 492-93 Limited-line store, 367 defined, 8, 48, 184 Intermarket segmentation, 193-94 Limited-service retailers, 368 demographic, 186,187-88 Intermediaries, 348-49, 562 Limited-service wholesalers, 386, 387 effective, 194 Intermodal transportation, 356 Line extensions, 237 geographic, 185-87 Internal databases, 98-99 Line filling, 229 international markets, 193-94 Internal idea sources, 254-55 Line stretching, 228-29 psychographic, 186,188-89 Internal marketing, 24142 Local marketing, 198-200 using multiple bases, 191-92 Internal publics, 67 Local publics, 67 Market share, 428, 529-30, A-19 Internal stimuli, 147 Location Market targeting, 48,185 International advertising, 440-41 of new product launch, 263 Market variability, 201 International consumer behavior, 153% retailers and, 378-79 Market-centered company, 534 International distribution channels, 349-50 wholesalers and, 389 Marketing. See also specific types International divisions, 563 Location pricing, 313 analysis, 52 International marketing. See Global LOHAS market, 88 budget, 53 marketing Long-run average cost (LRAC) curve, careers in, A-27-A-36 International marketing research, 290 defining, 4-5 117-18 Long-run welfare, 11 department organization, 54-55 International markets, 66, 193-94 Loss leaders, 316 impact on other businesses, 580-81 International pricing, 320 Loss-leader pricing, 315-16 impact on society as a whole, 577-80 1-16 Subject Index

Marketing. See also specific types- Marketing return on investment (ROI), MRO products, 385, 389-90 continued A-22 Multibrands, 238 of international products and Marketing return on sales (ROS), A-21 Multichannel distribution systems, 343-44 services, 275-76 Marketing services agencies, 66 Multichannel retailers, 381, 382 legislation affecting, 83 Marketing strategy Multiple niching, 533 new landscape of, 23-28 customer-driven, 48, 50 Multiple segmentation bases, 191-92 pIEtK&lg, 52-53 defined, 47 ' Musical style, 434 regulating, 581-86 development, 258-5 9 Myopia, competitor, 517 sample financial analysis, A-11-A-26 statement, 258-59 -. social criticisms of, 571-81 Marketing tools, A-7 g Marketing audit, 55 Marketing Web site, 499 Name, brand name selection, 232-33 Marketing channels Market-oriented mission statements, 37 Natural environment, 79-80 behavior and organization of, 338-47 Market-penetration pricing, 309 Natural products, 222 defined, 335 Markets, defined, 7-8 Nature, views of, 88-89 design decisions, 347-50 Market-skimming pricing, 308 Need recognition, 147 management decisions, 350-5 1 Markets-of-one marketing, 200 Needs, 6 nature and importance of, 335-38 Markup chain, A-13 Need-satisfaction approach, 467 number of levels, 338 Markup pricing, 291, A-12 Neighborhood shopping centers, 380 public policy and distribution Markups, 572, A-13 Net marketing contribution (NMC), A-21 decisions, 351-52 Maslow's hierarchy of needs, 143 Net profit percentage, A-20 Marketing communications mix, 398-99 Mass customization, 200, 200-201 New environmental technologies, 584 Marketing concept, 10-11 Mass luxury movement, 94 New products, 150-52 Marketing control, 55-56 Mass media, 400,401 New task, 163 Marketing dashboards, 57 Mass-marketing, 195-96 New-product development Marketing environment Materialism, 577-79 customer-centered, 263-64 defined, 64 Materials, 222 defined, 253 macroenvironment, 67-89 Matrix methods, 39-41 development process, 254-63 microenvironment, 64-67 Mature consumers, 133 managing, 263-67 responding to, 89 Maturity stage, 270-71, 274 strategy, 253-54 Marketing implementation, 53-54 McDomination, 550 systematic, 264, 266-67 Marketing information Measurable market segments, 194 team-based, 264 analyzing, 111-1 3 Mechanical instruments, 109 New-product planning, jobs in, A-36 assessing needs, 97-98 Media, 403 New-product pricing strategies, 308-09 developing, 98-100 Media engagement, 435-38 Niche marketersimarketing, 88, 197 distributing and using, 113 Media impact, 435-38 Nichers, 48, 527, 531-34 introduction, 96-97 Media planners, 436,438, A-34 Noise, 403 marketing research, 100-111 Media publics, 67 Nonpersonal communication channels, 409 other considerations, 113-22 Media types, 409,435-36 Nonprice positions, 294 Marketing information system (MIS), Media vehicles, 436, 438 Nonprobability samples, 109 9 7 Megabrand strategies, 238 Nonprofit organizations, marketing Marketing intelligence, 99-100 Megamalls, 380 research in, 114-17 Marketing intermediaries, 65-66 Megaretailers, 383 Nonstore retailing, 381-82 Marketing logistics Membership warehouses, 372 Nontariff trade barriers, 544 defined, 352 Merchandise conglomerates, 372, 373-74 North American Free Trade Agreement functions, 354-56 Merchant wholesaler, 386-88 (NAFTA), 390,54546,585 jobs in, A-36 MERCOSUR, 546 Nostalgia trend, 248 management of, 356-58 Message, 403,405-07 Not-for-profit marketing, 27-28 nature and importance of, 352-53 Message strategy, 431 Not-for-profit services, jobs in, A-36 system goals of, 353 Microenvironment Nutritional labeling, 227, 582 Marketing management, 8,9-12 the company, 65 Nutritional Labeling and Education Act Marketing mix, 5,12, 50, 389 competitors, 66-67 (1990), 227 Marketing mix modification, 271 customers, 66 Marketing myopia, 6 defined, 64 ;-2 Marketing organization, A-8 marketing intermediaries, 65-66 Objective-and-task method, 413 Marketing plan publics, 67 Objectives contents of, 54 suppliers, 65 C J defined, A-6 purpose and content of, A-1 Micromarketing, 198-201 setting, 38-39 relationships and, A-2 Middle class, 78 Observational research, 104-05 research and, A-1 Middle-of-the-roaders, 524 Occasion segmentation, 189 sample, A-2-A-9 Migration, 74-75 Occupation, as influence on buyer Marketing process, 5, 29 Mill supply houses, 387 behavior, 139-40 Marketing research Mission statements, 37 Off-invoice, 472 collecting primary data, 103-10 Mobile phone marketing, 491-92 Off-list, 472 defined, 100, A-8 Mobile tour marketing, 443 Off-price retailers, 367, 370 developing the plan, 101-02 Modified rebuy, 163 Oligopolistic competition, 296-97 gathering secondary data, 102-03 Monopolistic competition, 296 One-to-one marketing, 200 implementing the plan, 110 Mood style, 434 Online advertising, 500-502 international, 117-18 Moral appeals, 406 Online databases, 103 interpreting and reporting the More-for-less positioning, 209-10 Online focus groups, 106-08 findings, 111 More-for-more positioning, 208 Online marketing jobs in, A-36 More-for-the-same positioning, 208 defined, 493 objectives, 102 Motivation domains, 494-96 process, 101 consumer behavior and, 142-43 establishing a presence, 498-504 public policy and ethics in, 118-22 of salespeople, 462-64 marketing and the Internet, 493 in small businesses and nonprofits, Motivation research, 142 promises and challenges of, 504-05 114-1 7 MRO materials, 173 types of, 496-98 Subject Index

Online marketing research, 106-08 Personality symbol style, 434 good-value, 287 Online media, 409 Personalization, 73 international, 320 Online panels, 106-08 Persuasive advertising, 427 market-penetration, 309 online privacy, 507-08 Philosophy, of a company, 44 market-skimming, 308 Online retailers, 381-82 Phishing, 507 new-product strategies, 308-09 Online security, 507 Physical distribution. See also Marketing optional-product, 310 Online social networking, 135 logistics as part of Four P's, 50 Open dating, 227,582 jobs in, A-36 product bundle, 312 Open-end questions, 109 Physical distribution firms, 66 product line, 309-10 Operating control, 55 Piggyback, 356 product mix strategies, 309-12 Operating expense percentage, A-20 Pipelines, 355 promotional, 316-17 Operating ratios, A-20 Place, 50 psychological, 314, 316 Operating statement, A-18, A-19 Place marketing, 223 public policy and, 323-27 Operational excellence, 524 Planned obsolescence, 574, 576-77 retailer classification and, 369-72 Opinion leader, 135,408 Planning, 52-5 3 retailers and, 377 Opportunities, 52, A-6 Pleasing products, 590 segmented, 312-14 Optional-product pricing, 310 Podcasts, 492 value-added, 287,288-89 Order-routine specification, 172 Point-of-purchase (POP) promotions, 472 value-based, 285-87 Organization marketing, 222 Political environment, 82-86 wholesalers and, 389 Organizational climate, 463 Political-legal environment, global Pricing power, 287,288-89 Organizational factors, for business marketing and, 548 Pricing-matching guarantees, 3 16 buyers, 168 Pollution Primary data, 102,103-10 Organizations, views of, 87 cultural, 5 79-80 Primary motivations, 141 Others, views of, 87 as environmental trend, 79 Print media, 409 Outbound distribution, 352 prevention of, 583 Privacy Outbound telephone marketing, 487 Poor service, 577 direct marketing and, 507-08 Outside sales force, 457 Population, geographic shifts in, intrusions on, 118-20 Outside-in perspective, 10 74-75 Private brand, 233-34 Outsourced logistics. See Third-party Pop-unders, 501 Private goods, 579 logistics (3PL) provider POP-UPS,500-501 Pro forma profit-and-loss statement, A-18 Overall cost leadership, 523 Portals, 497 Probability samples, 109 Overhead, 288 Portfolio analysis, 39 Problem recognition, 169 Positioning Producers' cooperatives, 387 choosing strategy for, 203-04, Product (s) Packaging, 226 206-10 classifications, 220-23 Partner relationship management, 18-19, communication and delivery of, 210 defined, 218 45,350 customer-driven marketing and, 48, 50 global marketing and, 556, 558 Partnering, 45-47 defined, 185, A-7 harvesting, 273 Partners, 18-19 maps, 203,204 individual decisions, 223-28 Parts, 222 retailers and, 374-75 international marketing of, 275-76 Patriotism, 87-88 wholesalers and, 388 levels of, 219-20 Patronage rewards, 472 Positioning statement, 210 line decisions, 228-29 People differentiation, 206 Postpurchase behavior, 149 as market offering, 6-7 People meters, 109 Postpurchase dissonance, 146 mix decisions, 229-30 Perceived performance, of product, 149 Power centers, 380 as part of Four P's, 50 Percentage-of-sales method, 412 Preapproach, 466 services, experiences, and, 218-19 Perception, 143-44 Predatory competition, 581 Product adaptation, 558 Perceptual positioning maps, 203 Predatory pricing, 324 Product assortment, retailer's, 376 Performance quality, 224 Premiums, 471 Product attributes, 223-25, 231-32 Performance review, 172 Presentation, 467 Product bundle pricing, 312 Permission-based e-mail, 505 Preservers, 139 Product characteristics, adoption rate Permission-based marketing, 504 Price comparison sites, 497 and, 152 Person marketing, 222 Price confusion, 327 Product class, 268 Personal communication channels, 407-09 Price discrimination, 324 Product concept, 9-10, 257-58 Personal factors, affecting consumer Price elasticity, 298 Product decision, social responsibility behavior, 139-41 Price escalation, 320, 561 and, 274-75 Personal interviewing, 106 Price packs, 471 Product development, 44, 259-60 The Personal Responsibility in Food Price points, 310 Product features, 224 Consumption Act, 574 Price transparency, 561 Product form, 268 Personal selling Price-adjustment strategies, 312 Product invention, 558 compensating salespeople, 461-62 Price-fixing, 324 Product leadership, 524 defined, 414,452 Price-off, 472 Product life cycle (PLC), 428 designing sales force strategy and Pricelpricing. See also specific types decline stage, 271-73, 274 structure, 454-59 break-eventtarget profit, 291-92 defined, 267 nature of, 452-53 by-product, 311 growth stage, 270, 274 process, 466-68 captive-product, 310-11 introduction stage, 269-70, 274 as promotion tool, 399 changes in, 320-23 maturity stage, 270-71, 274 recruiting and selecting salespeople, competitors' strategies and, 299 strategies, 267-73 459-60 cost-based, 290-91 Product life-cycle stage, 201 sales force role, 453 defining, 284-85 Product line pricing, 309-10 social responsibility and, 419 demand and, 297-99 Product lines supervising and motivating in different markets, 294, 296-97 decisions regarding, 228-29 salespeople, 462-65 discount and allowance, 312 retailers and, 368-69 training salespeople, 460-61 dynamic, 318-1 9 Product management, jobs in, A-34-A-35 Personal sources, 148 geographical, 317-18 Product management organization, 55 Personality, 141 global marketing and, 561-62 Product mix, 229,309-12 1-18 Subject Index

Sales, jobs in, A-35 Product modification, 271 Sales management, jobs in, A-35 Product portfolio, 229-30 Sales offices, 388 Product position, 203. See also ~ualif~in~,466 Sales promotion Positioning Qualitative value, of message, 435-38 as advertising effect, 439 Product review, A-3-A-4 duality * defined, 414-15,468 Product sales force structure, 454 levels of, 224 growth of, 469 Product specification, 169-70 price and, 316 objectives, 469-70 Product stewards, 275 service, 244 program development, 473 Product stewardship, 584 Quality-price, 533 as promotion tool, 398 Product style and design, 224-25 Quantity discounts, 312 social responsibility and, 418 Product support services, 227-28 Questionnaires, 109 tools, 470-73 Product variability, 201 Quick Response (QR) codes, 492 Sales reports, 465 Product-form pricing, 313 Quotas, 544 Salespeople Production concept, 9 D compensating, 461-62 Production managers, A-34 n " '-- defined, 453 Producttmarket expansion grid, 42-43 R&D department, 259 Product-oriented mission statements, designing strategy and structure for, Rack jobbers, 387 454-59 38 Radio-frequency identification (WID) Professional associations, A-37 recruiting and selecting, 459-60 transmitters, 80-81, 354-55 role of, 4u53 Profit-and-loss statement, A-19 Railroads, 355 Profits, as advertising effect, 439 supervising and motivating, 462-65 Rational appeals, 405 training, 460-61 Promotion(s) Raw material exporting economies, 54647 Salutory products, 590 advertising and sales, 418 Raw materials, 79, 222 costs of, 571 Same-for-less positioning, 209 Reach, of message, 435-38 Sample global marketing and, 559 Rebates, 471 defined, 108 online, 500-502 Receiver, 403 as part of Four P's, 51 as promotion tool, 470 Redlining, 577 Sampling plan, 108-09 setting budget for, 412-13 Reference prices, 316 wholesalers and, 389 Satisfaction, 7 Regional free trade zones, 54546 Scanner fraud, 326-27 Promotion clutter, 469 Regional shopping centers/mdls, 380 Scientific evidence style, 434 Promotion mix Regulation, citizen and public actions defined, 398 Search engines, 497 for, 581-86 Search-related ads, 501 integrating, 417-18 Relationships, 7 overview, 398-99 Seasonal discounts, 312 Relative advantage, 152 Secondary beliefs, 86-89 shaping, 413-15 Relative market share, 40 strategies, 415-16 Secondary data, 102-03 Relevant costs, A-12 Segmented marketing, 196-97 Promotion tools, retailers and, 377 Reminder advertising, 427-28 Promotional allowances, 312 Segmented pricing, 312-14 Research, marketing plan and, A-1 Selective attention, 143 Promotional pricing, 316-1 7 Resellers, 65, 299 Promotional products, 471-72 Selective distortion, 143 Resources, 141 Selective distribution, 349 Proposal solicitation, 171 Response, 403 Prospecting, 466 Selective relationship management, 16 Retail convergence, 382-83 Selective retention, 143 Provider-customer interaction, 240 Retail technology, 383 Psychographic segmentation, 186,188-89 Self, view of, 86-87 Retailer cooperatives, 372, 373 Self-concept, 141 Psychological factors, affecting consumer Retailers, 367 behavior, 14245 Self-marketing, 201 Retailing Sellers Psychological pricing, 314, 316 defined, 367 Public goods, 579 direct marketing and, 482-83 future of, 381-84 rights of, 581 Public iolicy jobs in, A-35-A-36 channel distribution and, 351-52 Seller's headquarters organization, 562 marketing decisions, 3 74-80 Selling agents, 388 direct marketing and, 506-09 nonstore, 381-82 government regulation and, 82 Selling concept, 10 types of retailers, 367-74 Selling process, 466 in marketing research, 118-22 Retailhesale price maintenance, 326 pricing and, 323-27 Sender, 403 Retailtainment, 491 => Public relations "Sense and respond" philosophy, 10 Return of advertising investment, 438-39 Sense-of-mission marketing, 587-90 defined, 415,441 Return on investment (ROI),A-12, A-21 department functions ,441 Sequential product development, 264 Return on marketing investment Service attributes, 223-25 jobs in, A-36 (marketing ROI), 56-57 as promotion tool, 398 Service inseparability, 240 Return on quality approach, 224 Service intangibility, 239 role and impact of, 44142 Return on sales investment, 465 tools, 442-43 Service nichers, 533 Revenue management, 313 Service perishability, 240 Public service activities, 443 Reverse distribution, 352 Public sources, 148 Service products, 51 WID, 80-81,354-55 Service variability, 240 Publics, 67 Rich media ads, 501 Puffery, 573 Service-firm-sponsored retailer franchise Robinson-Patman Act, 323,324,418 system, 34243 Pull strategy, 415-1 7 Roles, 139 Pulsing, 438 Service-profit chain, 240-43 Services Purchase decision, 148-49 "e- Purchasing agents, 388 a defined, 218 Purchasing officers, 388 Sale signs, 315 differentiation management, 243-44 Pure competition, 294,296 Sales assistants, 457 individual decisions, 223-28 Pure monopoly, 297 Sales branches, 388 international marketing of, 275-76 Pure services, 219 Sales contest, 473 levels of, 219-20 Pure tangible goods, 219 Sales force automation systems, 463 as market offering, 6-7 Push money, 472 Sales force management, 454-62 marketing strategies for, 24043 Push strategy, 415-17 Sales force promotions, 469 nature and characteristics of, 23945 Subject Index

productivity management, 24445 Strivers, 141 Touch points, 112 products, experiences, and, 218-19 Style, 224-25, 268 Trade discounts, 312 quality management, 244 Subculture, 131-33 Trade promotions, 469 retailers and, 367-68, 376-77 Subliminal advertising, 14344 Trade promotion tools, 472 Services differentiation, 206 Subsistence economies, 77-78, 546 Trade shows, 472 Services mix, 376 Substantial market segmentation, 194 Trade-in allowances, 312 Seven C's, of Web site design, 500 Supercenters, 367, 369 Trainship, 356 Share of customer, 20-21 Supermarkets, 367,368 Transaction sites, 497 Shared projects, 357 Superspecialty store, 367 Transnational brands, 543 Sherman Act, 323 Superstores, 367, 369 Transportation, 355-56 Shoddy products, 573-74 Supervision, of salespeople, 462-64 Tmck jobbers, 387 Shopping bots, 319 Supplier development, 162 Truck wholesalers, 387 Shopping centers, 380 Supplier search, 170 "True friends," 22 Shopping products, 220,221 Supplier selection, 171-72 Truth in advertising, 582 Shortrun average cost (SRAC) curve, 289 Suppliers, 65, 256 Truth in lending, 582 Short-run wants, 11 Supplies, 222 Tweens, 157 Signpost pricing, 315-16 Supply chain, 19 Two-part pricing, 311 Single-line store, 367 Supply chain management Tying agreements, 352

Six-pocket syndrome, 68 defined, 352 n a Slice of life style, 432-33 marketing logistics and, 352-58 I! j: Slotting fees, 234 partner relationships and, 19 Underclass, 78 Small businesses, marketing research in, Supply chains, value delivery network, Undifferentiated brands, 428 114-1 7 334-35 Undifferentiated marketing, 195-96 Small office/home office (SOHO) Support services, product, 227-28 Unexpected situational factors, 149 market, 74 Survey research, 105 Uniform-delivered pricing, 318 Smart chips, 80-81, 354-55 Survivors, 141 Unique selling proposition (USP), 207 Social classes, 134 Sustainability vision, 585 Unit contribution, A-14 Social criticisms, of marketing, 571-81 Sweepstakes, 472 Unit pricing, 227, 582 Social factors, affecting consumer SWOT analysis, 52 Universe, views of, 89 behavior, 134-39 Systematic new-product development, Unsafe products, 573-74 Social goods, 579 264,266-67 Unsought products, 220,221 Social marketing campaigns, 28 Systems selling, 163-66 Uruguay Round, 54445

Social networking, 135,443 8-- Usage rate, 190 Social responsibility 3 User status, 190 customer relationships and, 26-27 Target audience, 404 Users, 166 marketing communication and, 418-19 Target costing, 293 marketing for, 586-93 Target marketing "7 product decisions and, 274-75 customer-driven marketing and, 8, 48 Value analysis, 169-70 target marketing and, 202-03 evaluating market segments, 195 Value chain, 45 Socially responsible actions, 84-86 retailers and, 374-75 Value, channel partners and, 336-38 Socially responsible businesses, 155 selecting, 195-201 Value delivery network, 334-35 Societal marketing, 590-91 socially responsible businesses, 202-03 Value discipline, 524 Societal marketing concept, 11-12 strategies, 195 Value marketing, 78 Society, views of, 87-88 wholesalers and, 388 Value proposition, 9, 208 SOHO market, 74 Target profit pricing, 291-92 Value-added pricing, 287 Sources, informational, 148 Target-return pricing, A-12 Value-based pricing, 285-87, A-13 South American Community of Nations Tariffs, 544 Value-delivery network, 45, 46 (CSN), 546 Team selling, 458-59 Value-retail centers, 3 71 Spam, 503-04 Team-based new-product development, Values and Lifestyles (VALS) typology, Special events, 442 264 140-41 Special-event pricing, 316 Technical environment, 80-82 Values, beliefs and, 232 Specialization, 533 Technical expertise style, 434 Variable costs, 288, 291-92, A-12 Specialty products, 220, 221 Technical sales support, 457 Variable usage rate, 311 Specialty stores, 367, 368 Telecommuters, 74 Variety-seeking buying behavior, 147 Specialty wholesalers, 387 Telemarketers, 45 7-58 Vendor-managed inventory (VMI), 172,356 Speeches, 442 Telephone interviews, 106 Vertical conflict, 339 Spending patterns, 78 Telephone marketing, 487-88 Vertical marketing systems (VMS), 340-43 Standardized marketing mix, 555-56 Territorial sales force structure, 454 Video mining, 120-21 Status, 139 Test marketing, 260-62 Views, 86-89 Stimulus object, 144 Testimonial evidencelendorsement Viral marketing, 502 Stockturn rate, A-20 style, 434 Vodcasts, 492 Store brand, 233 Third-party logistics, 35 7-58 Voice mail, 485 Straight product extension, 558 Third-party logistics (3PL) provider, Voluntary chains, 372-73 .

Straight rebuy, 163 357-58 * h .' .;$2 "Strangers," 22 Threats, 52, A-6 .I ;i Strategic alliances, 19 Three-day cooling-off rule, 419 Wants, 6, 577-79 Strategic business unit (SBU), 39 Tiered market, 78 Warehouse clubs, 367,372 Strategic control, 55 Time pricing, 3 13 Warehousing, 354 Strategic group, 518-19 Time-and-duty analysis, 462-64 Water carriers, 355 Strategic partners, 459 Timing, of new product launch, 262-63 Weaknesses, 52, A-6 Strategic planning Tone, of an ad, 434 Web communities, 502-03 business portfolios, 3944 Total costs, 288-89,291-92, A-12 Web sellers, 457-58 defined, 36 Total demand, expanding, 528-29 Web sites, creating, 499-500 mission statements, 37-38 Total market demand, A-16 Web-based sales forces, 464-65 setting objectives and goals, 38-39 Total promotion budget, 412-13 Webpreneurs, 197 Strengths, 52, A-6 Total quality management (TQM), 224 Wheeler-Lea Act, 572 1-20 Subject Index

Wheel-of-retailing concept, 381 width, of product mix, 229 'i Whole-channel view, 562 Word-of-mouth influence, 408 Yield management, 3 13 Wholesale clubs, 367, 372 Working class, 78 a Wholesaler, 385 Workload approach, 456 L Wholesaling Workload method, A-23 Zone pricing, 318 defined, 385 World product groups, 563 marketing decisions, 388-89 Written materials, 442-43 trends in, 389-90 Written proposal for research plan, 101 types of wholesalers, 386-88