Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company

Index

A

Aaker, David, 296

ABLE faucents, price-concept testing, 69–71

accounts, reference

benefits of, 133

building internal resource plan, 136–137

establishing compelling offer, 134–135

reaching target reference customers, 133–134

acquisitions, 8

adaptive experimentation, 98

advertising, 145–147

evaluating campaigns, 149–150

evaluating campaigns before execution, 154–155

example, 150–153

Franklin Electronic Publication’s ad experiment design, 155–157

planned experiments, 154

“vaguely right” entrepreneurial marketing experimentation, 153–154

generating leads from, 223

improving campaigns before testing

copy strategy, 157–161

Hindustan Lever (HLL) missed experimentation opportunity, 161–162

Synygy advertising campaign, 162–165

Victoria’s Secret ...