Marketing Above the Noise

Index

A

accountability, 61–62

advertising

attention spans and, 74–75

bombardment via, 19, 162

changing media for, 18–19

reinforcing purchases in, 66–67

repetition in, 161

trusted sources of, 50

Zillow, 87, 88

Affordable Care Act, 52–53

agility, 117, 124, 126, 164

Agility Advantage, The: How to Identify and Act On Opportunities in a Fast-Changing World (Setili), 117

Ailawadi, Kusum, 77–78

Airbnb, 169

airlines, customer service in, 129–130

AlansForums.com, 47–48

alignment

of marketing with organizational strategy, 10

in outcome-based campaigns, 90–91

purpose statements and, 137–138

of sales and marketing, 104–107

Alliance Boots, 65–66

alliances, 108–110, 112–113

alternatives, availability of, 67–69

Amazon, 18–19, 48

Big Data use by, 115, 116–117

Prime, 48, 115