M & M’s, 115
Macy’s, , 392, 482
Mad Men, 203
Madden, Thomas J., 353
Magazines, 198–199
Mahajan, Vijay, 245
Managerial persistence, 24
Manufacturers,
Marineau, Philip, 425
Market, 51
Market approach, 346
Market coverage, 411
Market dynamics, 103
Market leadership, 23
Market performance, 102–103
Market segments, 32,
52,
348–349
African Americans, 485
behavioral segmentation, 51–52
cultural segments, 483–484
demographic segments, 483–484
identifying, 469–470
regional markets, 482–483
segmentation bases, 51–53
Market share, 103
Marketing. See also Global marketing
advantages of strong brands, 41
brand equity and, 450
buzz marketing, 219
cause marketing for brand equity, 395–398
consumer response to, 488–489
creating ROI from, 351
crisis marketing, 476–478
dashboards, 280–281
experiential marketing, 153–154
future priorities, 533–534
green marketing, 397–398
integrating programs and activities, 151–159
managing marketing partners, 285–286
marketing assessment system, 284
one-to-one marketing, 156–157
organizational design for, 283–285
permission marketing, 157–158
personalizing of, 153–158
perspectives on, 150–151
relationship marketing, 154–155
social media. See Social media
word-of-mouth, 218–219
Marketing audit, 265
Marketing channels, 171
Marketing communications. See also Advertising; Integrated marketing communication (IMC) program
billboards and posters, 201–202
brand extensions, 409
brand-building communications, 191–193
challenges in, 191–193
database marketing, 201
defining, 190
direct response, 200
effectiveness of, 192
event marketing and sponsorship, 211–216
ideal ad campaign, 193
industrial/business-to-business products, 541
information processing model, 192–193
interactive, 208–211
mobile marketing, 216–218
movies, airlines, lounges, other places, 202
multiple communications, 193
new media environment, 191–193
online ads, 208–210
options for, 190
pitfalls in, 192
point of purchase, 203–204
print, 198–200
product placement, 203
promotion, 204–208
public relations and publicity, 218
radio, 197–198
strengthening communication effects, 223
television, 194–197
web sites, 208
Marketing infrastructure, 503–504
Marketing partners/partnerships, 175, 285–286
Marketing program
brand extensions, 409, 429–430
brand line campaigns, 388
brand positioning and, 270–271
corporate image campaigns, 387–389
cost advantages in global program, 487
investment in, 101
optimal marketing program, 429–430
reinforcing brands with, 456–462
for strong brand, 526–528
uniformity in, 487
Marketing-based comparative approaches, 337–339
applications, 338–339
critique of, 339
Marks & Spencer, 15
Marlboro, 165–166, 511
Marriott, 368–369
Martin, Chris, 451
Maslow’s hierarchy of needs, 63–64
Mass customization, 155–156
Mass market, 24, 34
MasterCard, 97, 99, 488
Matta, Shashi, 440
Maxwell House, 301
Mayo Clinic, 278
McCarthy, Michael S., 438
McDonald’s, 45, 406–407, 503–504
McGovern, Gail, 280–281
McQuarrie, Ed, 309
Meaningfulness, 115
Means-end chains, 64
Media environment, 191–193
Media fragmentation, 27–28
Memorability, 115
Mental maps, 268, 299
Mercedes Benz, 243
Mercedes-Benz, 45
Merchandising licensing, 247–249
Merchant, Gordon, 412
Mergers and acquisitions, 343
Message strategy, 194
Method Products, 141–142
Me-too entry, 421
Meyer, Christopher, 154
Michelin, 117, 422
Michelob, 453
Microsoft, 309
Migration strategies, 471
Milberg, Sandra, 432
Milberg, Sandra J., 438
Miller beer, 60, 367, 418
Millward Brown, 276
Millward Brown’s Brand Dynamics model, 323–324
Mind share, 82
Miniard, Paul W., 440
Mithas, Sunil, 353
Mizik, Natalie, 353
Mobile marketing, 216–218
Modifier, 372
Monga, Alokparna Basu, 440
Moosejaw Mountaineering, 152–153
Morgan, Neil A., 353
Morgeson, Forest V., III, 353
Morpheme, 123
Morrin, Maureen, 438
Motel , 197
Mountain Dew, 464, 466
MTV, 268–269, 460
Multidimensional scaling (MDS), 316
Multiple communications, 193
Multiple information provision strategy, 222
Murdoch, Rupert, 344–345
Mustafa, Isaiah, 28
Muthukrishan, A. V., 433–434
Mycoskie, Blake, 387
Mystery shoppers, 309