Index

Aaker, David 25–42 below-the-line promotion 125 appointments 27 Bernbach, Bill 202, 205 awards 27 Berry, Dean 49, 50 Brand Leadership (with Erich Berry, Len 33 Joachimsthaler) 30, 31, 34 Bluetooth 82 Brand Portfolio Strategy 30, 31 BMW 146, 208, 211 Building Strong Brands 30–1, 34, 42 Boeing 53 From Fargo to the World of Brands 41, 42 Boyer, Herb 85 Managing Brand Equity 30 brand associations 30 publications 27, 42–4 brand awareness 30 qualifications 28 brand building 76 Strategic Marketing Management 28 brand choice models 28 Aaker, Jennifer 34, 42 brand equity 29, 30, 33 above-the-line advertising 125 brand identity 31, 33–4 action learning 121 brand image 29, 34 adaptation 123–4 brand loyalty 30 Adobe 67 brand strategy 28, 29, 35 advertising 15, 121–2, 137–8 branding 28, 29 advertising response models 28 Branson, Richard 20, 51, 59, 149 Agora, Inc. 172 BroadVision 98 Amazon 143, 181 One-to-One application 99 One-Click 40 Buffett, Warren 207 ambidextrous marketing 129 Buick 146, 208 AMD 81 Burnett, Leo 202 America Online 74, 143 business-to-business 57, 190 Anheuser-Busch 150 business-to-consumers 57 Apple 18, 38, 65, 66, 67, 68, 71, 72, 81, Buzzell, Robert 10, 50 82, 84, 94, COPYRIGHTED209 Byte Shop,MATERIAL The 65 Apple II 71, 75 Applied Materials 81 Cadillac 40, 146 Arpanet 222 call centres 227 AT&T 202, 212 Carlson Marketing Worldwide 90 Avalons 208 Carrier Air Conditioning 209 Caterpillar Tractor 181 Baby Bells 212 Chardin, Pierre Teilhard de 193 Barwise, Pat 33 Chevrolet 139, 146, 208 Bass, Frank 10, 50 chief executive officers (CEOs) 3, 34, 35, Beiersdorf 58 38, 54–7, 76, 108, 125, 151–2, 153, Bellagio 130 170, 202, 204, 220 232 INDEX chief financial officers (CFOs) 16, 103, direct marketing 219, 220, 221, 227–8 152, 170, 206 Direct Marketing Association (DMA) 219 chief information officers (CIOs) 16, Disney 126 76–7, 78 divergence 137 chief marketing officers (CMOs) 16–17, downstream marketing 15–16 32, 37, 38, 56, 151, 206 Draft, Howard 223 chief technology officers (CTOs) 16 Draper, Charlie 31 Cirque Du Soleil 38 drive-by relationship 79 Cisco 67, 81, 181 Drucker, Peter 14, 34, 40, 101, 210, 222 Citigroup 37 Managing for Results 34 Clewett, Professor Richard 9 CNN 38 Eastman Kodak 148, 149 Coca-Cola 81, 123, 124, 126, 139, 211 eBay 143 Colgate-Palmolive 225 Electronic Arts 66, 67, 71, 81 Commerce Bank 59 e-marketing 15 Compaq 81 embedded ads 76 complaint discovery 110 Emery Air Freight 138 copy testing 138 Enron 105 core competency 210 Enterprise-Rent-Car 39 Corolla 208 Epiphany 98 corporate social responsibility (CSR) 127 Ethernet 75 cultural integration 171–2 event management 15 customer advocacy 106 customer-based culture 52 fads 40, 149 customer care 76 Fairchild Semiconductor 68, 71 customer-centredness 13 fax response 97 customer current profitability 14 Federal Express (FedEx) 81, 138–9 customer focus 182–3 Fisher, George 149 ‘Customer Focus: From promise to Action’ Flores, Fernando 185 (INSEAD) 47 ‘focus’ 138–9, 146–7 customer life cycle 76 customer 182–3 customer lifetime value 14 Ford 18, 58, 75, 81 customer loyalty 13, 30 four Ps framework 9, 13, 52, 167 customer portfolio management 92 Friedman, Milton 9 customer relationship management (CRM) 17, 75, 76, 89, 90, 91–2, 97–8, 115, game theory 9 166 Gatigon, Hubert 50, 51 Customer Scenarios 187 Genentech, Inc 65, 67, 68, 81, 85 customer segmentation 189–90 (GE) 51, 53, 59, 138, customer trust 13, 105–6, 108, 109, 113 140, 141, 142, 144, 146, 200, 201 customer value 13 General Micro Electronics (GMe) 70 Cyert, Dick 14 General Motors (GM) 18, 37, 58, 75, 81, 145, 146, 208 Darwin, Charles 137, 150 Onstar system 40 Origin of the Species 140 Gerstner, Lou 81 data-mining 16, 17, 76 global marketing 120, 123, 126–8 Day, George 33 see global marketing decision trees 9 Google 58, 69, 71, 72, 79, 80, 143 Dell 148 Great Depression 19 Dell, Michael 148 Green, Charles: Trusted Advisor, The 109 demarketing 8 Grove, Andy 72, 84 Denstu 36 Digital Equipment 81, 153, 183 Haier 171 direct mail 15 halo effect 139 Direct Mail Association 219 Handy, Charles 101 INDEX 233

Hanks, Tom 95 Principles of Marketing 11 Harrah’s 130 publications 7, 11, 20–3 Hartke, Senator Vance 219 qualifications 7–8 Hayes Microcomputer 74 Social Marketing (with Ned Roberto) Heinz 141 12, 19 Hewlett Packard (HP) 37, 68, 81 Strategic Marketing for Non-Profit Holt, Doug: ‘How Global Brands Compete’ Organizations 12 (with ) 127 Kraft 131 Honda 75, 208 Kudlow, Larry 104 Howard, John 14 Kudlow and Company 104 human resources (HR) 151, 166 Lafley, A.G. 57, 130 IBM 57, 67, 81, 91, 126, 141, 148, 171, Larreche, Jean-Claude 33, 45–60 202 appointments 47, 50, 52, 56 IBM Research 82 Measuring the Competitive Fitness of Ikea 20 Global Firms 53 inertia guidance 31 publications 47, 53, 61 integrated marketing communications qualifications 47, 48, 49 (IMC) 162, 163–4, 165, 170 Lauterborn, Robert: Integrated Marketing integration 167–9 Communications (with Don Schultz Corporation 65, 66, 67, 68, 71, 72, and Stan Tannenbaum) 163 81, 84 Lee, Nancy 19–20 interactive marketers 188 Corporate Social Responsibility (with internal marketing 166–8 Philip Kotler) 20 internet 74, 75, 77, 79, 80, 82, 143, Leisner, Tony 20 180–1, 222, 223, 224–5, 226 Lenovo 171 Intuit 67, 81 Levitt, Theodore (Ted) 3, 14, 33, 34, 122, iPod 18, 38, 69, 151, 209 123 ‘Customizing Global Marketing’ (with Jacobs, Donald 10 John Quelch) 122 Jacobson, Bob 28, 34 Levy, Sidney 12 Joachimsthaler, Erich: Brand Leadership Lexus 149, 208 (with David Aaker) 30, 31, 34 Linear Technology 81 Jobs, Steve 18, 66, 82, 84 Little, John 49–50 John Hancock Insurance 181 Lodish, Leonard 121 junk mail 227 logistics 76, 79 L’Oréal 48, 49, 51, 53, 58, 59 Kamprad, Ingvard 20 Loveman, Gary 130 Kaufman, Ira: Creating Social Change (with Philip Kotler and Gerald Zaltman) March, James 14 19 market simulation 76 Kelleher, Herb 20 marketing excellence 47–8, 52 Keller, Kevin 29, 34 marketing leadership 48 Kellogg 95 marketing research 15 key word 76 Marketing Science Institute (MSI) 30 Kotler, Philip 3, 5–20, 33, 152, 154, 167 Markov processes 9 appointments 7–8, 9, 10–11 Markstrat 51–2, 59 awards 7 Martin-Baker 209 Corporate Social Responsibility (with Institute of Technology Nancy Lee) 20 (MIT) 48–9 Creating Social Change (with Gerald Massy, Bill 49 Zaltman and Ira Kaufman) 19 McCarthy, Jerry 9, 10 Marketing Decision Making: A Model Basic Marketing 9 Building Approach 11 McDermott, Brigadier-General Robert 108 Marketing Management 8, 9, 11 McDonald’s 29, 59, 126 234 INDEX

McKenna, Regis 63–85, 101 publications 89, 116 appointments 65, 70, 71 qualifications 89 publications 65, 85 Return on Customer (with Martha qualifications 67, 69 Rogers) 112, 113, 115 Real Time 77 Peppers & Rogers Group 90, 113 Relationship Marketing 73, 91 Pepsi 81 Total Access 76, 77 Pepsi-Cola 126, 139 Who’s Afraid of Big Blue? 81 perceived quality 30 Mecca Cola 126 personal computers (PCs) 74, 75, 94 media decision models 28 Pessemier, Edgar 10 megamarketing 8 Pfizer 53 Mercedes Benz 146 Philco-Ford 66, 71 Metcalfe, Bob 75, 85 Philip Morris International 53 Microsoft 67, 81 Philips 150 model building 16 Pine, Joe 101 modems 74–5 Pinsker, Caspar 218 Montgomery, Dave 49, 56 polling 227 Moon, Youngme 124 Porter, Michel 74 Moore, Gordon 84 positioning 12, 138, 140, 143, 200, 201, Morel, Daniel 223 203 motivational research 138 Pratt & Whitney 209 Prius 38 Naisbitt, John: Megatrends 102 Procter & Gamble (P&G) 35, 39, 57, 58, National Instruments 191 79, 80, 81, 129, 130, 164, 226 National Semiconductor 71, 72, 81 Prophet 32 Negroponte, Nicholas 222 public relations 15 Nestlé 51, 59, 123, 129–30 Putnam, Robert: Bowling Alone 79 Nisbett, Richard 164 Nivea 58 Quelch, John 33, 117–32 Nokia 148 appointments 119, 125 nongovernmental organizations (NGOs) ‘Customizing Global Marketing’ (with 128 Ted Levitt) 122 Noosphere 193 ‘How Global Brands Compete’ (with Northwestern University 10 Doug Holt) 127 53 publications 119, 133–4 Noyce, Bob 68, 84 qualifications 119–20

Oakley 150 RCA 138 Ogilvy, David 142, 202, 205 Reckitt & Colman 56, 59 Ogilvy & Mather 223 Reckitt Benckiser 59 one-to-one marketing 90, 91, 92, 98, 99, Red Bull 148, 149 103, 115 Regis McKenna, Inc. 65 Oracle 81, 98 Reichheld, Fred 101 Otis Elevators 209, 210 Reinhart, Keith 163 O’Toole, John 163 research and development (R&D) 17, 66 Parmalat 105 return on customer (ROC) 103, 104–5 Patricia Seybold Group 179 return on investment (ROI) 16, 34, 55 Peppers, Don 87–115 Ries, Al 135–55, 168, 199–200 appointments 89, 114–15 appointments 137 Enterprise One to One 99, (with Martha Fall of Advertising and the Rise of PR, The Rogers) 103, 112 141 One-to-One Future, The (with Martha Focus: The Future of Your Company Rogers) 90, 96, 101, 103, 112, Depends on It 139 115 Origin of Brands, The 150, 155 INDEX 235

Positioning: The Battle for Your Mind Outside 187 (with Jack Trout) 102, 140, 147, publications 179, 194–6 203 Seybold Seminars 182 publications 137, 155 Shisheido 37 Ries, Laura 137, 141, 150, 154 Sikorsky Aircraft Corporation 209 Ries & Ries 137 Silicon Valley 66, 67–8, 70, 73, 83, 84 Roberto, Ned 20 Simon, Herbert 14 Social Marketing (with Philip Kotler) simultaneous media usage 165 12, 19 Skype 58 Rogers, Martha 87–115 social marketing 8 appointments 90 societal marketing 8 Enterprise One to One 99, (with Don Solow, Robert 9 Peppers) 103, 112 Sony 37, 145, 208–9 One-to-One Future, The (with Don Sorrell, Sir Martin 125, 126 Peppers) 90, 96, 101, 103, 112, 115 Southwest Airlines 20, 149 publications 89, 116 sponsorships 15 qualifications 89 Sporck, Charlie 71, 72 Return on Customer (with Don Peppers) Sprague, Peter 71 112, 113, 115 stage gate method 17 Rolex 141 Staples 190 Roosevelt, Franklin D. 11 Starbucks 18, 38, 81, 124 Roosevelt University 11 Stena Line 110 Ruth, Babe 229 StratX 47, 52, 53 Strong, Ed 51 Saatchi & Saatchi 125 Stuart, Spencer 151 Sabin, Bill 140 Subway 139 Sackheim, Maxwell 218, 228 Swanson, Bob 85 Sagalyn, Rafe 102 sales lead management 76 Tannenbaum, Stan: Integrated Marketing sales management 15 Communications (with Don Schultz sales promotion 15 and Robert Lauterborn) 163 Samuelson, Paul 9 targeting 12 SAP 98 telemarketing 15 SAS Institute 98 Tellis, Jerry 33 Saturn 146 Teradata 98 Schultz, Don 157–74 Tesco 81, 226 appointments 159–60, 162, 173 Texas Instruments (TI) 27 Integrated Marketing Communications Thomson, J. Walter 125 (with Stan Tannenbaum and Robert 3COM 66, 67, 75, 81, 85 Lauterborn) 163 Tide 40 publications 159, 174 total quality management (TQM) 75 qualifications 160 Toyota 38, 75, 81, 149, 208, 211 Schultz, Heidi 159 Trout, Jack 140, 168, 197–213 Schwab & Beatty 228 appointments 200, 201 Sears Roebuck 218 Differentiate or Die 210 segmentation 12, 76 Marketing Warfare 203 customer 189–90 Positioning: The Battle for Your Mind self-image segmentation 190 (with Al Ries) 102, 140, 147, 203 self-orientation 109 publications 199, 213 self-service 76 Trout & Partners 199 Sequoia Capital 71 Trump, Donald 130 Seybold, John 181 trust, customer 13, 105–6, 108, 109, 113 Seybold, Patricia B. 177–94 Customer Revolution, The 184 37 Customers.com 180, 184 unique selling proposition 138 236 INDEX

United Technologies Corporation (UTC) Welch, Suzy 151 209, 210 Wells Fargo 181 UPS: Supply Chain Solutions 40 West, John 57 upstream marketing 16 Western Union 144, 148 Urban, Glen 33, 49 Westin Hotels 40 US Department of Defence Advanced WiFi 82 Research Projects Agency 74 Wind, Yoram (Jerry) 33, 121 USAA Insurance 108 World Wildlife Federation (WWF) 128 Valentine, Don 71–2 WorldCom 105 Vanguard 38 WPP 125 venture capital 77–8 Wunderman, Lester 168, 215–30 Virgin 59, 149 appointments 217 Virgin Atlantic Airlines 20 awards 217 virtual instrumentation 191 publications 217, 230 VoIP 82 Wunderman, Ricotta & Kline 218 Volkswagen 146 Wynn, Steve 130 Volvo 139, 145, 146, 147, 211 Xerox 144, 147, 153 Wakeman, Frederic: Hucksters, The 140, Xerox Parc 75 154–5 Walkman 209 Yahoo 71, 81, 143 Wal-Mart 149, 152, 153, 171–2, 206 Wanamaker, John 129 Zaltman, Gerald 12, 19 Wang 183 Creating Social Change (with Philip Watson, Thomas 126 Kotler and Ira Kaufman) 19 Welch, Jack: Winning (with Suzy Welch) 151 Index compiled by Annette Musker