Page 212 - HBR's 10 Must Reads on Strategic Marketing

INDEX

data Enterprise Rent-A-Car, 151–152, 161,
customer cultivation and, 2, 4 164, 166, 168–169
customer-focused metrics and, Estée Lauder, 10
12–13 evaluation
marketplace intelligence leaders brand report card in, 77–96
and, 26–27 in consumer decision journey,
underutilization of, 6 17, 20
defined relationship, 182, 183–184 marketing versus sales, 179
Dell, 97–98 online research in, 24
Della, 97–98 of sales and marketing, 191–
DeLoach, Harris, Jr., 129–130 192, 193
Delta Airlines, 10–11 evangelists, 143–145
detractors, 164–166 everyday low pricing strategy, 82–83
differentiation Express, 105
customer value proposition and,
117–119, 122, 123
job focus in, 76 fast-trackers, 100, 103
positioning and, 83, 86 favorable points of difference value
Digital Governance Council, 27 propositions, 118, 119–120
Disney, 70, 81, 93–94 Federal Express, 66–67
distinctive value proposition, 121–122 feedback programs, 166–169,
diversity, in brand communities, 186–187
137, 141–143 female economy, 97–111
Dove, 137, 142 Financial Markets Group, 192
downstream marketing, 191 financial services, 106–107
dry cleaning industry, 33 Firefox, 10
DuPont, 30–31, 37 fishfulthinking.com, 138–139
fitness industry, 101–102
focus, industry definition and,
earned media, 19 29–56
EarthLink, 164–165 food industry, 101
eBay, 64, 67, 70, 167 Foote, Cone & Belding, 95
Edelman, David C., 15–28 Ford, Henry, 44–45
Edison, Thomas, 39 Ford Motor, 70
E.I. du Pont de Nemours and Com- Fort script, 148
pany, 30–31, 37 Fournier, Susan, 133–149
electric utilities, 33–34 fuel cells, 34, 47
electronics industry, 35, 36, 49–54 funnel metaphor, 16–18, 20–21, 189
empty nesters, 100, 103
endorser brands, 71–75
engagement, 22–23, 57–58 Galbraith, John Kenneth, 42
enjoy, advocate, bond stage, 18, Gap Inc., 81, 87, 104–105
20–21, 22 Garnier, 137, 146

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