... liability. All a company needs is access to
physical assets. To operate as a lean company may call for decapitaliz-
ing—outsourcing activities and shrinking working capital. The Sara Lee
Corporation, ... E.piphany, Unica, and
several other marketing automation firms.
In all battles—military, business, and marital—victory goes to
the party that has the better information. Arie De Ge...
... to evaluate a company or
competitor’s marketing effectiveness rather than to under-
stand customers’ needs or wants.
• Data mining. Companies with large customer databases can
use statisticians ... pro-
jectability to the larger population and should be treated
cautiously.
116
Marketing Insights from A to Z
arketing Research
115
Marketing research in the early days was...
... telemarketers, digital magazines, in-store ad-
4
Marketing Insights from A to Z
vertising, and advertising now popping up in skyscraper elevators and
bathrooms. Media selection is becoming a major ... brands are well man-
aged. Here is his plaint: “Brands do not have to die. They can be
murdered. And the marketing Draculas are draining the very
lifeblood away from brands....
... a value-adding cost.
184
Marketing Insights from A to Z
ord of Mouth
185
No ad or salesperson can convince you about the virtues of a product
as persuasively as can a friend, acquaintance, past ... 181
myopia, 140
plans, see Marketing plans
research, see Market research
roles and skills, 119–121
shootouts, 174
strategy simulators, 114
Marketing auditor, marketing contr...
... bullet, that delivers the advantage.
A great company will have incorporated a set of advantages that all
reinforce each other around a basic idea. Wal-Mart, IKEA, and South-
west Airlines have unique ... a
competitive advantage is like having a gun in a knife fight.
This is true, but today most advantages don’t stay relevant and
few are sustainable. Advantages are temporary. Increa...
... dependability,
46
Marketing Insights from A to Z
since most Jaguars had to be repaired frequently. An acquaintance
of mine always owned two Jaguars, because one was usually in the
repair shop.
Style, or appearance, ... inevitably make gains in market share
and profitability.
Marketing thinking is shifting from trying to maximize the
company’s profit from each transaction...
... on assets (ROA), free cash flow, economic value added
62
Marketing Insights from A to Z
(EVA), market capitalization, and cost of capital must be as familiar
to them as sales, market share, and ... (Sara
Lawrence-Lightfoot, Harvard Graduate School of Education)
58
Marketing Insights from A to Z
mage and
Emotional Marketing
76
Companies are increasingly turning to...
... physical property can be a liability. All a company needs is access to
physical assets. To operate as a lean company may call for decapitaliz-
ing—outsourcing activities and shrinking working capital. ... management; whether the • Market-share
middle planned results analysis
management are being • Sales -to- expense
achieved ratios
• Financial
analysis
• Market-based
scorecard
a...
... trig-
110
Marketing Insights from A to Z
The marketing vice president of a major European airline
wanted to increase the airline’s traffic share. His strategy
was to build up customer satisfaction ... to evaluate a company or
competitor’s marketing effectiveness rather than to under-
stand customers’ needs or wants.
• Data mining. Companies with large customer datab...