Index
Aaker, 6, 125, 144, 173, 195, 196, 252 ACORN, 65 Acquisition and merger, 233 Adair, 259 Adidas, 33, 207 Adolph Hitler, 114 Aguilar, 22, 126, 235 Air France, 30 Alliances and relationships, 231–39 Allison’s, 190 Alpert and Raiffa, 124 Alpha Romeo, 194 Amazon, 238 Analytical dimension, 249 Andrex, 196, 197 Annual planning, 288 Ansoff, 166, matrix, 151 Ariel, 202 Aristotle, 309 Art of war, 39, 161 Assets and competencies, 232 Aston Martin, 29 Audi, 189 Auditing tools, 101 Austin, 208 Blackett, 197 Babycham, 194 Balanced scorecard, 9, 144, 145 Barbour, 198 Bay of Pigs, 117 Baylor College, 192 BCG strategic advantage matrix, 157 Beer and nappies example, 298 Behavioural: dimension, 249 traits, 43 variables, 57, 66 Benchmarking, 287 Benetton, 201 Berry and Parasuraman, 266 Bhs, 26
Bic, 197 Biotechnology, 224 Bligh, 319 BMW, 91, 189 Bold, 202 Bonoma, 75, 257, 258 Bonoma and Shapiro, 83 Booz, Allan and Hamilton, 216, 226 Boston Consultancy Group, 156 Bould and Feletti, 319 Booz, Allen and Hamilton, 216 Brand: company and individual, 203 core elements, 199 corporate, 201 equity, 195 extension, 205 extinction, 208 generic, 203 multi, 202 private (distributors own brand), 203 range, 203 repositioning, 206 revitalisation , 206 strategy, 177 stretching, 205 valuation, 195 Branding strategies, 202 British Airways, 30, 288 British Telecom (BT), 198 Britvic, 207 Brown and MacDonald, 204 Brown Human Neuroimaging Laboratory, 192 Buckley, 184 Budgeting, 6, 283–86 Budgets: activity based, 284 historic, 284 variance, 285 zero based, 284 Burberry, 322
