Page 215 - HBR's 10 Must Reads on Strategic Marketing

INDEX

Menon, Anil, 172 obsolescence, 33–36
Mercedes-Benz, 75, 83 creative destruction and, 48–49
metrics petroleum industry and, 39–41,
customer-focused, 11–13 46–48
customer retention rates, Olay, 104
154–155, 156–157 Old Navy, 81, 87
customer satisfaction, 154–170 Oldsmobile, 87–88
net-promoter scores, 154–155 Omidyar, Pierre, 64
sales and marketing, 192–193 On-Star, 75–76
MGB car clubs, 143 opinion leaders, 143–145
Michelob, 80, 86 Oral B, 90
Microsoft, 142, 146, 177 orchestrators, 25–26
milk shakes, 62–63 organizational structure, service-
Milwaukee Electric Tool, 72, 126 oriented, 2, 4
mobile devices, customer Outdoorseiten, 138
engagement and, 25 outsourcing, 10–11
Modine, Austin, 97 owned media, 19
monitoring
brand equity, 85, 91–94
net-promoters, 167 Panichella, John, 129
social media monitoring Patio script, 148
tools, 23 Pelino, Dan, 172
Montblanc, 67 Pepperidge Farm, 138–139
Moorman, Christine, 1–13 Pepsi Challenge, 142
Morita, Akio, 65 performance, customer value
movies, 29–30 propositions and, 129–131
Mozilla, 10 Performance Space script, 148
MSN, 164–165 petroleum industry, 36
brand support in, 91
creative destruction and, 48–49
Narus, James A., 113–131 customer value proposition in,
National Wholesale Grocers, 34–35 119–120, 121–122, 129–130
net-promoter scores, 154–155, 167 demand creation by, 37–38
New Jersey Retail Grocers future of, 40–41
Association, 34–35 indispensability myth in,
niche brands, 145–146 38–39
Nijdra Groep, 126–127 innovation in, 38
Nike, 25, 141 market research in, 51–53
Nissan, 70 narrow definition of, 46–48
Nokia, 10 obsolescence of, 39–41
Nordstrom, 83 population myth and, 37–42
Norman, Larry, 192 pilot projects, 19–23, 27–28
nylon industry, 30–31 points of contention, 119

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