Don’t Just Relate—Advocate!: A Blueprint for Profit in the Era of Customer Power

Index

A

accessing alternatives, 3

accounting scandals, 72

Active Decisions, Inc., 149

ads, 8, 75

Advanced Micro Devices. See AMD

advertising, 20, 167

cost of, 82

Internet, 167–168

push/pull marketing rules, 82

slanted advertising, 88

advice, 19, 118

trust components, 107–109

advisors, 21

designing, 153

listening to customer needs, 154, 156–157

virtual trusted advisors, building trust, 148, 150–153

advocacy, 2, 10–11

advertising, 20

advice, 19

airlines, 126

applying, 169–170

benefits of, 15–16

building, 11–12, 202

building advocacy-based strategies, 128–129

First Tech Credit Union, 130

GM, 132

Intel, 129

challenges of, 216–217

comparing self to competition, 19

competition, 163, 177

deciding if it’s right for you, 22

determining if it fits your ...