INDEX
4 Ps (product, price, promotion, placing) of marketing
AAR (actors-activities-resources) model
Abrey-Bugg, Mike
academic research
Accenture
account management
AAR model
account plans
BT
channels of distribution
communications infrastructure
competition
criticism
customer relationship development
further reading
global accounts
history
IBM
international marketing
major customers
marketing plans
prioritization
sales strategies
typical approach
value propositions
Xerox
account plans
acquisition strategy, Ansoff matrix
ACSI (American Customer Satisfaction Index)
activity links
actor bonds
actors-activities-resources model (AAR)
added value
advertising
art in
BT
business success
consultants
context
creativity/business success correlation
drawbacks
effectiveness
as entertainment
future of
Guinness campaigns
history
iconic campaigns
impact measurement
MasterCard case study
media
reputation recovery
see also communications; marketing communication; viral marketing
after care see service quality
Age UK
AIDA (Attention, Interest, Desire, Action) tool
air travel
airlines
molecular modelling
self-service check-in
service quality
Alderson, Wroe
Allen & Overy case study
Allport, James
Amazon
Ambler, Tim
American Customer Satisfaction Index (ACSI)
American Express
American Marketing Association
analyst/influencer relations
annual reports
anonymity v. membership relationship services
Ansoff, H. Igor
Ansoff matrix
Apple
Armani
âArthurâs Dayâ (Guinness) advertising campaign ...
