Page 217 - HBR's 10 Must Reads on Strategic Marketing

INDEX

resonating focus value propositions, product comments via, 23
118, 120–123 Société Bic, 89–90
retention rates, 154–155, 156–157 solar energy, 47
reward systems, 179, 191–192 Sonoco, 121–122, 129–130
Reynolds Metals Company, 31 Sony, 65, 71, 74, 83
Rockefeller, John D., 37 Soupy Snax, 68–70
Rockwell Automation, 126 Spohrer, Jim, 7
Rolls-Royce, 75 Starbucks, 67, 78–79, 80, 136, 138
Rosenbaum, Mark, 145 streetcars, 35
Rust, Roland T., 1–13 substitutes, 38–39
Summer Camp script, 148
supermarkets, 34–35, 101
Saddleback Church, 137, 144–145 suppliers, 127–129
sales, 171–193 support, 90–91
feedback from, 186–187 surveys, customer satisfaction,
integration checklist for, 188 151–170
marketing roles and, 173–177 Swiffer, 10, 64
relationship of, with marketing,
179–193
sources of friction between Taylor, Andy, 151–152, 168–169
marketing and, 177–179 television, 29–30
Satmetrix, 158–159, 162–164 Tesco, 4, 6, 101
Saturn, 83 Tide, 93
Sawzall, 72 time pressure, 108–109, 110
Sayre, Kate, 97–111 touch points, 15–28
Schau, Hope, 143 funnel metaphor on, 16–18
Schultz, Howard, 78 orchestrators and, 25–26
Scoble, Robert, 146 prioritizing and leveraging, 19–23
scripts, community, 147–149 Tour Group script, 148
segment managers, 6, 8 Toyota, 75
selling, 42–43, 54 tracking studies, 92
service-oriented architecture, 2, 4 training, value-proposition, 130–131
Sewing Circle script, 148 Trekkies, 143
Shell Oil, 91 Tribe script, 147–148
Silverstein, Michael J., 97–111 T-shaped people, 7
SKF USA, 126–127
Sloan, Alfred P., 87
SmartPlant P&ID, 122–123 undefined relationship, 182, 183
social media Unilever, 66, 68–70
brand communities and, 137, upstream marketing, 191, 193
145–146 USAA, 6, 167
monitoring tools, 23 usage imagery, 79
nonworking spend for, 19 user imagery, 79

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