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Aaker, David A., 203 Aaker, Jennifer, 157 Aaron, Hank, 533 Abate, Tom Index Name Beucke, Dan, 533 Cendrowski, Scott, 297 Dey, Romit, 432 Beyoncé, 282, 359 Chamberlain, Lisa, 120 Diamond, Seth, 110 Aaker, David A., 203 Bezos, Jeff, 443 Chang, Rita, 31 Dichter, Ernest, 160 Aaker, Jennifer, 157 Bickoff, J. Darius, 293 Charan, Ram, 575 Dickson, Tom, 550 Aaron, Hank, 533 Binkley, Christina, 334 Chattopadhyay, Amitava, 552 Diehl, Kristin, 339 Abate, Tom, 108 Birkett, Laurie, 146 Cheetah, Chester (mascot), 113 Dillon, Mary, 272 Abelson, Jenn, 533 Birtwell, Celia, 431 Chen, Pei-yu, 344 Dion, Celine, 485 Adamy, Janet, 272 Bitner, Mary Jo, 360 Chernev, Alexander, 339 Disney, Roy, 178 Adler, Jerry, 83 Bjork, Christopher, 471 Cheverton, Peter, 555 Disney, Walt, 178 Aguilera, Christina, 402 Blacker, Stanley, 288 Child, Peter N., 423 Doeble, Justin, 322 Aksoy, Lerzan, 129 Blakely, David, 119 Chintagunta, Pradeep K., 339 Dolan, Matthew, 552 Aldrin, Buzz, 295 Bloom, Paul N., 83 Chizauskas, Cathy, 636 Dolliver, Mark, 83 Allen, James, 30 Bodett, Tom, 509 Chou, Jay, 477 Donahue, John, 412 Allen, Paul, 93 Boies, David, 359 Chouinard, Yvon, 629 Donaton, Scott, 276 Allison, Melissa, 148 Bolt, Usain, 310 Christensen, Glenn L., 106 Donnelly, James H., 357 Ambler, Tim, 115 Bond, John, 237, 238 Chu, Kathy, 403 Dotzel, Thomas, 372 Anderson, Chris, 235, 385 Boniface, Russell, 458 Chung, Mong-Koo, 596 Doyle, Patrick, 169 Anderson, Diane, 649 Bono, 636 Cink, Stewart, 486 Doyle, Peter, 317 Anderson, James C., 199, 231, Bonoma, Thomas V., 230 Cioletti, Jeff, 219 Drucker, Peter, 5, 38, 53 400, 461 Boudette, Neil, 239 Clancy, Heather, 59 Drumwright, Minette, 634 Andreassen, Tor Wallin, 129 Bowen, David, 364 Clark, Don, 59 Du Plesis, Erik, 476 Aniston, Jennifer, 293 Boykin-Towns, Karen, 194 Clarkson, Kelly, 293 Dyson, James, 571, 572 Ansari, Kimia M., 238 Boyle, Matthew, 445 Clifford, Stephanie, 59, 146 Ante, Spencer E., 369 Brady, Michael K., 316 Clifton, Rita, 257 Eakin, Emily, 106 Aquilla, Frank, 602 Brady, Tom, 293 Cobain, Kurt, 221 Ebenkamp, Becky, 146 Ariely, Dan, 176 Brakus, Josko, ˇ 358 Cohen, Arianne, 633 Edison, Thomas, 210 Armstrong, Lance, 29 Branson, Richard, 650–51 Cohen, Ben, 24 Edmondson, Gail, 239 Armstrong, Shelagh, 75 Brasel, S. Adam, 476 Cohen, Sacha Baron, 614 Edwards, Cliff, 59 Arndt, Michael, 403 Breen, Bill, 76 Cohn, Laura, 149 Einhorn, Bruce, 602 Arnould, Eric J., 254 Briesch, Richard A., 339 Colgate, Mark, 364 Elkind, Peter, 651 Aronson, Arnold, 387 Brin, Sergey, 30 Collins, Jim, 46 Elliott, Stuart, 94, 516 Arroniz, Inigo, 46, 47 Britton, Tracy, 238 Colvin, Geoffrey, 211, 575 Ellis, Perry, 288 Auguste, Byron G., 377 Brodie, John, 448 Comarow, Avery, 381 Emerson, Ralph Waldo, 646 Austen, Ian, 593 Broniarczyk, Susan M., 339 Comeau, Michael, 593 Engardio, Pete, 76 Brosnan, Tim, 533 Comstock, Beth, 210, 211 English, Todd, 524 Bailey, Jeff, 413 Brown, Heidi, 322 Cone, Carol L., 637 Epstein, Marc J., 256 Bajarin, Tim, 59 Brown, Stuart F., 353 Conlin, Michelle, 500 Ewers, Justin, 30, 165 Baker, David R., 58 Brown, Tim, 120, 569 Cooil, Bruce, 129 Ewing, Jack, 618 Balachnadar, Subramanian, 344 Bryant, Kobe, 29 Cook, Brad, 532 Baldwin, Alec, 486 Brynjolfsson, Erik, 235 Cook, Scott, 120 Fackler, Martin, 322 Bamford, Joanna, 149 Buffet, Warren, 512 Cooper, Robert G., 574 Fader, Peter, 134 Bannan, Karen J., 552 Bulik, Beth Snyder, 334, 592 Cooper, Simon, 379 Fahey, Liam, 256 Barbaro, Michael, 95 Burnsed, Brian, 403 Corbett, Peter, 564 Farris, Paul, 114, 402 Barrett, Colleen, 413 Burrows, Peter, 592 Coster, Helen, 448, 602 Favre, Brett, 485 Bartz, Carol, 33 Burton, Philip Ward, 509 Coupland, Douglas, 221 Feder, Barnaby J., 192 Basu, Amiya, 344 Bush, Jason, 601 Cox, Courtney, 578 Federer, Roger, 29, 243, 532 Batelle, John, 552 Bush, Michael, 121 Creamer, Matthew, 412 Feinberg, Fred, 108 Bauer, Margie, 602 Buss, Dale, 112, 351 Cutler, Alex, 319 Feldman, Mark A., 637 Baumgartner, Hans, 104 Butler, David, 333 Fey, Tina, 282 Beckham, David, 6, 477 Byrne, John A., 211 Daly, John, 305 50 Cent, 293 Bedbury, Scott, 267 DaSilva, Alison T., 637 Fisher, Daniel, 211 Beene, Geoffrey, 288 Cacioppo, John, 173 David, George, 262 Fishman, Charles, 353 Begley, Ed, Jr., 81 Cadwallader, Susan, 372 Dawson, Chester, 353 Fiske, Neil, 218, 219 Belch, George, 166 Callahan, Sean, 209 Day, George, 35 FitzGerald, Niall, 342 Belch, Michael, 166 Callebaut, Jan, 160 De Avila, Joseph, 592 Flannery, Russell, 602 Bello, John, 305, 553 Campanelli, Melissa, 601 DeGeneres, Ellen, 282, 297 Fletcher, Richard, 149 Bemner, Brian, 353 Capell, Kerry, 180, 385, 471, 651 DeJoria, John Paul, 334 Ford, Henry, 233, 314, 576 Bendapudi, Neeli, 381 Capon, Noel, 555 Dekimpe, Marnik G., 316 Foreman, George, 485 Berfield, Susan, 458 Carbone, Lewis P., 372 Dell, Michael, 70, 124 Fornell, Claes, 130 Berger, Jonah, 339 Carroll, Dave, 362 De Lollis, Barbara, 120 Fournier, Susan, 255 Berner, Robert, 270, 565, 575 Carvajal, Doreen, 619 Dempsey, Patrick, 486 Fox, Edward J., 339 Berry, Leonard L., 372, 374, 381 Casey, Paul, 486 De Niro, Robert, 282, 297, 486 Frank, Robert J., 301 Berry, Tim, 55 Caslione, John A., 16 Depp, Johnny, 486 Frazier, Mya, 500 Bertinelli, Valerie, 485 Cassidy, Hilary, 297 Deshpande, Rohit, 203 Freud, Sigmund, 160 Best, Roger J., 231 Cassidy, John, 235, 564 Deutschman, Alan, 651 Friedman, Milton, 629 Index I1 Frommer, Dan, 31 Hamilton, Laird, 297 Ihlwan, Moon, 46, 322 Lafley, A. G., 137, 292, 574, 575 Furguson, John, 94 Hamilton, Ryan, 339 Immelt, Jeffrey R., 76, 210 La Forgia, John, 381 Hamm, Steve, 46, 575 Isidore, Chris, 353 Lange, Liz, 95, 456, 499 Gale, Porter, 114, 245 Hanks, Tom, 486 Iwata, Edward, 649 LaPointe, Pat, 117–18 Gallo, Carmine, 380 Hanlon, Patrick, 292 Iwata, Satoru, 567 Lashinsky, Adam, 412 Galvin, John, 270 Hanna, Jim, 649 Iyengar, Sheena S., 339 Lavabre, Louise, 602 Gamble, James, 269 Hansell, Saul, 593 Lavidge, Robert J., 481 Gates, Bill, 93 Hardie, Bruce, 134 Jackson, Peter, 104 Layne, Rachel, 211 Gaultier, Jean Paul, 499 Harmon, Eric P., 377 James, LeBron, 29, 79, 80, 484 Lazaridis, Mike, 45, 593 Geiling, Peter, 602 Harrington, Anna, 322 Jana, Reena, 30, 76, 83, 295 Lebar, Ed, 248 George, Jeffrey P., 301 Harris, Rebecca, 102 Jaworski, Bernard J., 278, 375, Lee, Ka, 134 George, Kevin, 565 Hartman, Cathy L., 83 541, 542 Lee, Lara, 255 George, William R., 357 Hastings, Reed, 415 Jennings, Brandon, 299 Leggio, Jennifer, 58 Gerstner, Lou, 628 Haugtvedt, Curt P., 339 Jeter, Derek, 532 Lehmann, Donald R., 134, 256 Gerstner, Louis V., Jr., 323 Hawk, Tony, 221 Joachimsthaler, Erich, 573, 574 Lenhart, Amanda, 516 Gerzema, John, 248 Hayashi, Alden M., 146 Jobs, Steve, 528, 589, 592 Leonard, Devin, 94, 448 Ghosh, Bikram, 344 Hayes, John, 296 Johnson, Mark, 121 Leondis, Alexis, 403 Ghosn, Carlos, 617 Haysbert, Dennis, 485 Johnson, William R., 632 Leonwood, Leon, 536 Giannulli, Mossimo, 456, 499 Heath, Chip, 165, 334 Johnston, Megan, 633 Lepper, Mark R., 339 Gilbert, Jennifer, 192 Heath, Dan, 165, 334 Jolie, Angelina, 243 Letz, Jim, 352 Gillette, King C., 532 Hein, Kenneth, 59, 238, 458, Jones, Reginald, 210 Levitt, Theodore, 18, 307 Gilly, Mary C., 376 633 Jones, Terril Yue, 592 Levy, Piet, 102, 486, 491 Gimbel, Barney, 413 Heinz, Henry John, 632 Jordan, Michael, 29 Levy, Steven, 592 Ginsberg, Jill Meredith, 83 Heires, Katherine, 385 Juskalian, Russ, 176 Lewis, David, 333 Gips, James, 476 Helm, Burt, 30, 58, 94, 476 Light, Larry, 292 Giscard d’Estaing, Henri, 213 Helsen, Kristiaan, 316 Kalasvuo, Oli Pekka, 618 Lincoln, Abraham, 383 Gladwell, Malcolm, 165, 551 Hempel, Jessi, 593 Kamprad, Ingvar, 179–80 Lindstrom, Martin, 108 Gobé, Marc, 291 Henderson, Naomi R., 102 Kang, Stephanie, 476 Lippert, Barbara, 30 Godin, Seth, 136–37, 543, 570 Henley, Jon, 180 Kaplan, Allison, 30 Liptrot, Hannah, 149 Goizueta, Roberto, 532 Henry, Thierry, 532 Kapner, Suzanne, 95 Little, John, 112 Goldberg, Whoopi, 487 Hepburn, Audrey, 295 Kardes, Frank R., 339 Liu, Wendy, 339 Goldenberg, Jacob, 552 Herr, Paul M., 339 Karlgard, Rich, 46 Loeb, Lisa, 528 Golder, Peter, 312–13 Herzberg, Frederick, 160, 161 Karpinski, Richard, 31 Lohr, Steve, 323 Goldiner, Dave, 95 Heywood, Suzanne, 423 Kasner, Sarah Jeffrey, 102 Lopez, Jennifer, 295 Gorbachev, Mikhail, 195 Hilfiger, Tommy, 288 Kawasaki, Guy, 38 Lowry, Adam, 275 Gorog, Danny, 31 Hill, Sam, 651 Keaveney, Susan M., 371 Lyman, Jay, 592 Gourville, John, 339 Hilton, Paris, 486 Keegan, Warren, 608 Govindarajan, Vijay, 76 Hindmarch, Anya, 499 Keiningham, Timothy L., 129 Ma, Jack, 440 Graf, Steffi, 295 Hirshberg, Gary, 630 Keller, Kevin Lane, 203, 256, MacDonald, Kelsey, 115–16 Graham, Jefferson, 31 Hitt, Loren M., 344 267, 335, 496, 499, 608 MacKinnon, Mark, 602 Graham, Lauren, 486 Hoch, Stephen J., 339 Kessler, Michelle, 58 MacMillan, Douglas, 412 Graves, Michael, 456, 499 Hof, Robert D., 444 Kim, Ju-Young, 385 Madden, Normandy, 238 Green, Richard, 431 Hofman, Mike, 165 Kim, W. Chan, 278–79 Madonna, 295, 402 Green, Stephen, 238 Hogan, John E., 391 King, Regina, 486 Mahoney, Sarah, 83, 219 Greene, Jay, 192 Holahan, Cattherine, 412, 565 Kirkpatrick, David, 59 Maier, Matthew, 385 Greenfield, Jerry, 24 Holt, Benjamin, 350 Kiviat, Barbara, 165 Malhotra, Arvind, 376 Greenhouse, Steven, 445 Holt, Douglas, 292 Klein, Calvin, 288 Malkoff, Mark, 528 Greenwald, John, 532 Honigman, Daniel B., 112, 413 Klein, Karen E., 121 Malone, Chris, 17 Gregory, Sean, 95 Horovitz, Bruce, 649 Klein, Norman, 316 Malone, Matthew, 413 Gremler, Dwayne D., 360 Horyn, Cathy, 334 Klein, Russ, 541 Maloney, John C., 484 Grewal, Dhruv, 372 Hosaka, Tomoko A., 353 Kliger, Michael, 423 Manning, Eli, 522, 523 Greyser, Stephen A., 316 Hovland, Carl, 484 Knight, Philip,
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