Page 214 - HBR's 10 Must Reads on Strategic Marketing

INDEX

Kaiser Aluminum & Chemical downstream and upstream,
Corporation, 31 191, 193
Keller, Kevin Lane, 77–96 feedback to, 186–187
kerosene lamps, 37, 39 industry definition and, 29–56
Kiehl’s, 146 integrated strategy for, 81, 85,
Kirchart, Heath, 141 88–89
Kleenex, 67 integration checklist for, 188
Kmart, 157 production pressure and, 42–49
Kodak, 67, 68–69 push versus pull, 89
Kotler, Philip, 171–193 R&D focus versus, 49–54
Kraft, 177 R&D integration with, 10
Krishnaswamy, Suj, 171–193 relationship of, with sales,
179–193
rethinking, 1–13
Lafley, A.G., 57 roles for, 25–27, 173–177
La Prairie, 104 sales versus, 171–193
La Roche-Posay, 146 selling versus, 42–43, 54
Lee, Lara, 133–149 sources of friction between sales
Lever Brothers, 82 and, 177–179
Levi-Strauss, 95 women and, 97–111
Levitt, Theodore, 29–56, 58 marketplace intelligence leaders,
life insurance, 107 26–27
L’Oréal, 137, 145–146 market research
loyalty automobile industry, 43–44
brand communities and, 136–139 brand communities in, 134–135
customer retention rates and, customer cultivation and, 8–9
154–155, 156–157 customer feedback in, 166–169
customer satisfaction surveys petroleum industry, 51–53
and, 151–170 R&D focus versus, 50–51
definition of, 154 market segments
detractors and, 164–166 brand engagement and, 57–58
as growth driver, 153, 154–156 broken paradigms on, 58–61
profitability and, 155–156 customer cultivation and, 2–5
Loyalty Acid Test, 158–159 lifetime value of, 13
metrics for, 13
population myth and, 36–42
Macy’s, 70 women, 100–108
making ends meet, 100, 103 market share, 12
manufacturer websites, 21–22 Marriott International, 71–72, 74
marketing mass communication, 2
consumer decision journey and, mass production, 42–49
18–27 McDonald’s, 25, 93–94
customer-cultivating, 3–11 McKinsey Quarterly (journal), 16

202