Preface Part I Chapter 1
Notes Preface 1. Bill Lee, “Marketing Is Dead,” HBR Blog Network (blog), Harvard Business Review, http://blogs.hbr.org/cs/2012/08/marketing_is_dead.html?awid=82663748019147 84340-3271. (Last accessed April 20, 2013.) Part I 1. For the sake of consistency, I have used U.S. dollars, converted at the current exchange rate, throughout the book. 2. “Cadbury India records 40% growth on aggressive marketing drive,” Economic Times. http://articles.economictimes.indiatimes.com/2012–01-04/news/30588888_1 _managing-director-anand-kripalu-cadbury-india-cadbury-plc. (Last accessed April 20, 2013.) Chapter 1 1. Nigel Hollis, The Global Brand (New York: Palgrave Macmillan, 2008). 2. Dan Pallotta, “A Logo Is Not a Brand” HBR Blog Network (blog), Harvard Business Review, http://blogs.hbr.org/pallotta/2011/06/a-logo-is-not-a-brand.html. (Last accessed April 20, 2013.) 3. In this section I have used the word customer to be consistent with Pallota’s use of the word. In the rest of the book I will use customer when referring to people buying a service and consumer when referring to people buying a product. This distinction acknowledges that many companies sell their product to retailers—their custom- ers—who then sell the brand onto the end consumer. If the reference is generic, I will default to using consumer. 4. Roy Sutherland, “What Is Value?” YouTube video, 25:13, TedxTalks, posted October 22, 2010, http://youtu.be/3CjjHsE133w. (Last accessed April 24, 2013.) 5. Les Binet and Peter Fields, “Thinkbox Live Stream: Advertising Effectiveness,” 3:26:32, from a Thinkbox presentation held December 5, 2012, posted by Brand Republic, December 5, 2012, 11 minutes and 29 seconds.
[Show full text]