Part I Product, Brand & Identity Management
Chapter 1 Setting the Stage
Chapter 2 Shoring up the Servicescape
Chapter 3 Revitalizing a Brand
Chapter 4 Expectations and Experiences
Chapter 5 The Gamble
Chapter 6 The Name Game
Chapter 7 The Weakest Link
Part II Marketing Communications
Chapter 8 Missed Opportunities
Chapter 9 Unanticipated Consequences
Chapter 10 Advertising Doesn’t Work
Chapter 11 The Perfect Formula
Chapter 12 Finding the Right Mix
Chapter 13 Covert Operations
Chapter 14 Form or Function
Chapter 15 The Public Relations Disaster
Chapter 16 Tragedy of Tragedies
Part III Marketing Management
Chapter 17 Battling Pies in the Sky
Chapter 18 Embracing Missions
Chapter 19 Enough is Enough
Chapter 20 All the Wrong Moves
Chapter 21 Just Blame Marketing
Part IV Marketing Strategy & Planning
Chapter 22 The Elusive Marketing Culture
Chapter 23 Words and Actions
Chapter 24 The Onsite Advertising Agent
Chapter 25 Making the Intangible, Tangible
Chapter 26 Opening Minds
Chapter 27 Advertising Does Work
Chapter 28 Dead Celebrities
Chapter 29 Tit-for-Tat
Part V Consumer Behavior & Target Marketing
Chapter 30 Winning over Customers
Chapter 31 Teasing with Price
Chapter 32 Stopping Outshopping
Chapter 33 A Few Degrees off Target
Chapter 34 Take it or Leave It
Chapter 35 Through Others’ Eyes
Chapter 36 The Scorned Customer
Part VI Environmental Analysis & Competitive Assessment
Chapter 37 Changing Times
Chapter 38 Connecting the Dots
Chapter 39 Defining Competition
Chapter 40 When a Rival Fails
Glossary
Back to top