October 2013
Beginner
416 pages
14h 7m
English
Content preview from Marketing Mistakes and Successes, 12th Edition
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Index
A
A3XX, world's largest plane, 54–55
production issues, 55
Account management, importance of, 355
Acker, Newton, 283
Ackman, William, 177
Ad campaign by Boston Beer, 269
Adamy, Janet, 82, 84n23, 86n25, 258nn8, 9, 259n11
Doyle Dane Bernbach advertising agency, 12
effectiveness of, measuring, 12
in Internet era, 236
targeted advertising, 6
Ahmed, Azam, 152n18
Airborne warning and control systems (AWACS), 51
A320 twinjets, 55
British Airlines order, 56
competitive strengths, 56
market share importance, 53
US Air support, 56
world's largest plane by, 54
issues in, 55
Airliner wars, 50–71, See also Boeing vs. Airbus
AirTran Airways, acquisition of, 342–343
Alderson, Wroe, 384n1
All Nippon Airways (ANA), 65
Amazon.com, 175, 179
American Motors Corporation (AMC), acquisition by Chrysler, 110
Analytical marketing tools, 395
Anders, George, 151n14
Anderson, Curt, 322
Andrews, Anthony P., 320n26
Android, Google's mobile platform, 241–242
Anheuser-Busch, 270
Apotheker, Léo, 37
AppAssure acquisition by Dell, 43
‘Apps’ for mobiles, 38
Aramony, William, 216–217, 219, 223, 382, 395, 397
Athanassiades, Ted, 302
Austin, J Paul, 13
Autonomy software company, H-P acquisition with, 37
Aviation slump in the early 1990s, 61
B
Bailey, David, 317n18
Bailey, Jeff, 67
Banker, Coldwell, 145
Banks, Howard, 56nn8, 11, 59n14
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