January 2014
Intermediate to advanced
405 pages
17h 8m
English
Content preview from Marketing Management: The Big PictureBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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INDEX
A
acquisition/retention continuum, 73
Adams, Paul, 114
Adams, R. B. Jr., 104
advertising, 350
Akitunde, Anthonia, 198
Aksoy, L., 91
Alkire, Sabina, 379
Alt, Matt, 176
Altria, 11
Kindle, 244
Anders, George, 50
Anderson, Brad, 136
Aniston, Jennifer, 146
Ansolabehere, Stephen, 386
Aron, Ravi, 252
aspirational segmentation variables, 144–146
associated lifetime value, 84
attitudinal customer definition, 74–75
attitudinal segmentation variables, 143–144
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 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
business objective and, 6–7, 52–53
channel strategy, 8
communications strategy, 8
definition, 22
marketing objective and, 7, 87–88
positioning statement and, 206–208
pricing strategy, 8
segmentation, targeting, and positioning, 7
service ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.