Index
A
Aaker, David, 23
accessibility of information, 105
achieving results, steps to, 295–296
capability, 301–306
effort, 299
environment, 307–309
rewards, 300–301
task clarity, 297–298
usage of marketing ROI information, 309
action (buyer behavior stage), 102
actual value
defined, 90
marketing ratios and, 91–92
Actual Value Chart, 167
Adams, Dean, 9
Adams, Roger, 96
Agres, Stuart, 23
airline industry example
Competitive Advantage Analysis, 166–167
Design Analysis, 169–170
Perceived Value Analysis, 175–176
Segment Identification Analysis, 158–159
Segment Selection Analysis, 173
Altoids, 105
Ambler, Tim, 252
American Management Association example (branding intangibles), 254–255
appropriate costs, not realizing, 17
assembly of strategy, defined ...
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