Marketing Management: The Big Picture

INDEX

A

acquisition activities, 83–84

acquisition/retention continuum, 73

Adams, Paul, 114

Adams, R. B. Jr., 104

advertising, 350

Akitunde, Anthonia, 198

Aksoy, L., 91

Alcindor, Yamiche, 210–211

Alkire, Sabina, 379

Alt, Matt, 176

Altria, 11

Amazon, 51, 334

Kindle, 244

Anders, George, 50

Anderson, Brad, 136

Aniston, Jennifer, 146

Ansolabehere, Stephen, 386

Apple Inc., 47, 66

Aron, Ravi, 252

aspirational segmentation variables, 144–146

associated lifetime value, 84

attitudinal customer definition, 74–75

attitudinal segmentation variables, 143–144

Audible.com, 244

augmented product, 220, 221

average costs, 288

average customer life, 89

B

balanced scorecard (BSC), 371–372

Bank of America, 269

Barra, Mary, 43

Barry, Jill, 136

Bauer J. P. K., 370

Baxter, Andrew, 351

Bearden, W. O., 367

behavioral customer definition, 70–71

behavioral model, 351–352

behavioral objective, 272

behavioral segmentation variables, 141–143

BellKor's Pragmatic Chaos, 142

Ben and Jerry's, 4

benefit-based category definition, 103–105

benefit plot, 169

Berner, Robert, 380

Berry, L. L., 253

Best Buy, 136

Bezos, Jeff, 50, 51

big picture framework, 5, 6

business objective and, 6–7, 52–53

channel strategy, 8

communications strategy, 8

definition, 22

ethics and, 14–20

evaluation, 387–388

marketing metrics, 8–9

marketing objective and, 7, 87–88

market research and, 361–363

positioning statement and, 206–208

pricing strategy, 8

product, 7–8

segmentation, targeting, and positioning, 7

segmentation and, 157–158

service ...