1. Adam Lashinsky, “Nike’s Master Craftsman,” Fortune, December 1, 2015, pp. 95–102; Mark Fidelman, “Nike Is Dominating the World Cup—Here’s Why,” Forbes, July 1, 2014, www.forbes.com/sites/markfidelman/2014/07/01/nike-is-dominating-the-world-cup-heres-why/; Scott Cendrowski, “Nike’s New Marketing Mojo,” Fortune, February 13, 2012, http://fortune.com/2012/02/13/nikes-new-marketing-mojo/; Mary Lisbeth D’Amico, “Report Sends Nike and Adidas to Head of Digital Marketing Class,” Clickz, September 25, 2012, www.clickz.com/clickz/news/2208172/report-sends-nike-and-adidas-to-head-of-digital-marketing-class; Marina Nazario, “An Underdog Is Taking Over the Sneaker Market,” Business Insider, September 29, 2015, www.businessinsider.com/skechers-sales-are-on-fire-2015-9; and http://investors.nikeinc.com/​Investors and https://secure-nikeplus.nike.com/plus/, accessed September 2016.

2. See “Taste the Feeling,” January 25, 2016, www.coca-colacompany​. com/stories/brands/2016/taste-the-feeling--watch-6-ads-from-coke-s-new-global-campaign/; “Market Share of Carbonated Beverages Worldwide as of 2015, by Company,” www.statista.com/statistics/387318/market-share-of-leading-carbonated-­beverage-companies-worldwide/, accessed February 2016; Facebook Newsroom, http://newsroom.fb.com/company-info/, accessed February 2016; and www.facebook.com/Amazon/info/?tab=page_info, accessed September 2016.

3. See Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Hoboken, NJ: Pearson Education, 2016), p. 5.

4. The American Marketing Association offers the following definition: “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” See www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=M, accessed September 2016.

5. See Kai Ryssdal, Mukta Mohan, and Julian Burrell, “’Big Chicken’ Has Boston Market Flying Highers,” Marketplace, June 22, 2015, www.marketplace.org/2015/06/22/­business/big-chicken-­has-boston-­market-flying-higher; Daniel P. Smith, “Keep in Touch,” QSR Magazine, July 2013, www.qsrmagazine​.com/executive-insights/keep-touch; Phil Wahba, “Back on Target,” Fortune, March 1, 2015, p. 86–94; and Jackie Crosby, “Target CEO Brian Cornell Visiting Homes of Customers,” StarTribune, January 20, 2016, www.startribune.com/target-to-add-1-000-technology-jobs-in-year-ahead/365965181/.

6. See Samantha Shankman, “The Simple Message behind San Diego’s $9 Million Ad Campaign,” Skift, February 5, 2015, http://skift.com/2015/02/05/the-simple-message-behind-san-­diegos-​9-million-ad-campaign/; and http://stoptextsstopwrecks.org/#home, accessed September 2016.

7. See Theodore Levitt’s classic article, “Marketing Myopia,” Harvard Business Review, July–August 1960, pp. 45–56. For more recent discussions, see Roberto Friedmann, “What Business Are You In?” Marketing Management, Summer 2011, pp. 18–23; Al Ries, “‘Marketing Myopia’ Revisited: Perhaps a Narrow Vision Is Better Business,” Advertising Age, December 4, 2013, http://adage.com/print/245511; and Charity Delich, “Best of Multimedia: Marketing Myopia in 120 Seconds,” strategy+business, September 4, 2014, www.strategy-business.com/blog/Best-of-Multimedia-Marketing-Myopia-in-120-Seconds?gko=70a85.

8. See www.americangirl.com/stores/, accessed September 2016.

9. “The Difference in Creating Companies and Categories,” bright, March 4, 2014, http://bright.stellaservice.com/uncategorized/column-​the-​difference-in-creating-companies-and-categories/.

10. See Michael E. Porter and Mark R. Kramer, “Creating Shared Value, “Harvard Business Review, January–February 2011, pp. 63–77; Marc Pfitzer, Valerie Bockstette, and Mike Stamp, “Innovating for Shared Value,” Harvard Business Review, September 2013, pp. 100–107; “About Shared Value,” Shared Value Initiative, http://sharedvalue.org/about-shared-value, accessed September 2016; and “Shared Value,” www.fsg.org, accessed September 2016.

11. Michael Krauss, “Evolution of an Academic: Kotler on Marketing 3.0,” Marketing News, January 30, 2011, p. 12; and Simon Mainwaring, “Marketing 3.0 Will Be Won by Purpose-Driven, Social Brands,” Forbes, July 16, 2013, www.forbes.com/sites/­simonmainwaring/2013/07/16/marketing-3-0-will-be-won-by-purpose-driven-social-brands-infographic/.

12. Deborah Gage, “Online Grocer Door to Door Organics Reaps $25.5 Million to Grow,” Wall Street Journal, November 10, 2014, http://blogs.wsj.com/venturecapital/2014/11/10/online-grocer-door-to-door-organics-reaps-25-5-million-to-grow/; and www.­bcorporation.net/community/door-to-door-organics and www.doortodoororganics.com, accessed September 2016.

13. See “Acoustic Piano: Model and Pricing Guide,” www.pianobuyer.com/fall15/acoustic-prices-steinway.html, accessed July 2016; “Steinway Composes Global Campaign to Reach Cultured Achievers,” Luxury Daily, April 13, 2016, www.luxurydaily.com/steinway-composes-global-campaign-to-reach-cultured-­achievers/; and www.steinway.com/about and www.steinwaypianos.com/kb/artists, accessed September 2016.

14. Based on information from “Company Values,” www.llbean.com/­customerService/aboutLLBean/company_values.html; www.llbean.com/customerService/aboutLLBean/company_­history.html?nav=s1-ln; and other pages at www.llbean.com, accessed September 2016. Also see Pam Goodfellow, “L.L.Bean, Amazon and Nordstrom Are Customer Service Champions, According to Consumers,” Forbes, March 29, 2016, www.forbes.com/sites/forbesinsights/2016/03/29/​l-l-bean-­amazon-and-nordstrom-are-customer-service-champions-according-to-consumers/#7fabb2ee7bc2.

15. “Delighting the Customer Doesn’t Pay,” Sales & Marketing Management, November 11, 2013, http://salesandmarketing.com/content/delighting-customers-doesnt-pay; Patrick Spenner, “Why Simple Brands are Profitable Brands,” Forbes, February 20, 2014, www.forbes.com/sites/patrickspenner/2014/02/20/why-simple-brands-are-profitable-­brands-2/#2b28be11b097; and Chad Quinn, “How IT Can Great an Effortless Experience,” CIO, www.cio.com/article/3007770.

16. See “The Ultimate Guide to JetBlue TrueBlue,” LoungeBuddy, www.loungebuddy.com/jetblue-trueblue-ultimate-guide/, accessed September 2016; and www.jetblue.trueblue.com, accessed September 2016.

17. See Gordon Wyner, “Getting Engaged,” Marketing Management, Fall 2012, pp. 4–9; David Aponovich, “Powered by People, Fueled by Optimism,” Fast Company, July 18, 2012, www.fastcompany.com/1842834/life-good-powered-people-fueled-optimism; Celia Brown, “Life Is Good Redefines Retailing through Joy,” Forbes, January 17, 2014, www.forbes.com/sites/sap/2014/01/17/life-is-good-redefines-retail-through-joy/; and www.lifeisgood.com and www.lifeisgood.com/good-vibes/, accessed September 2016.

18. See https://ideas.lego.com and http://mystarbucksidea.force.com, accessed September 2016.

19. Benjamin Snyder, “Here’s Why Doritos Is Ending Its ‘Crash the Super Bowl’ Contest,” Fortune, January 29, 2016, http://fortune.com/2016/01/29/doritos-crash-the-super-bowl-contest/.

20. Lauren Johnson, “Mountain Dew Turns Tweets into Online Ads with the Return of Baja Blast,” Adweek, April 9, 2015, www.­adweek.com/print/163979.

21. See “#Bashtag: Avoiding User Outcry in Social Media,” WordStream, March 8, 2013, www.wordstream.com/blog/ws/2013/03/07/bashtag-avoiding-social-media-backlash; and “What Is Hashtag Hijacking?” Small Business Trends, August 18, 2013, http://­smallbiztrends​.com/2013/08/what-is-hashtag-hijacking-2.html.

22. See www.stewleonards.com/about-us/company-story, accessed September 2016.

23. See Mai Erne, “Calculating Customer Lifetime Value,” HaraPartners, www.harapartners.com/blog/calculating-lifetime-value/, accessed September 2016.

24. See Chris Isidore, “Amazon Prime Now Reaches Nearly Half of U.S. Households,” CNN Money, January 26, 2016, http://money.cnn.com/2016/01/26/technology/amazon-prime-memberships/; Brad Stone, “What’s in the Box? Instant Gratification,” Bloomberg Businessweek, November 29–December 5, 2010, pp. 39–40; “Annual Number of Worldwide Active Amazon Accounts,” Statista, www.statista.com/statistics/237810/number-of-active-amazon-­customer-accounts-worldwide/, accessed September 2016; and www.amazon.com/b?ie=UTF8&node=8445211011, accessed September 2016.

25. For more discussions on customer equity, see Roland T. Rust, Valerie A. Zeithaml, and Katherine N. Lemon, Driving Customer Equity (New York: Free Press, 2000); Roland T. Rust, Katherine N. Lemon, and Valerie A. Zeithaml, “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, January 2004, pp. 109–127; Christian Gronroos and Pekka Helle, “Return on Relationships: Conceptual Understanding and Measurement of Mutual Gains from Relational Business Engagements,” Journal of Business & Industrial Marketing, Vol. 27, No. 5, 2012, pp. 344–359; and Peter C. Verhoef and Katherine N. Lemon, “Successful Customer Value Management: Key Lessons and Emerging Trends,” European Management Journal, February 2013, p. 1.

26. This example is based on one found in Rust, Lemon, and Zeithaml, “Where Should the Next Marketing Dollar Go?” Marketing Management, September–October 2001, pp. 24–28; with information from Grant McCracken, “Provocative Cadillac, Rescuing the Brand from Bland,” Harvard Business Review, March 4, 2014, http://blogs.hbr.org/2014/03/provocative-­cadillac-rescuing-the-brand-from-bland/; Christine Birkner, “Cadillac Ditches ‘Generic Backdrop’ and Other Car Ad Clichés in Its Oscar Spots,” Adweek, February 28, 2016, www.adweek.com/print/169890, and www.dare-greatly.com, accessed September 2016.

27. Based on Werner Reinartz and V. Kumar, “The Mismanagement of Customer Loyalty,” Harvard Business Review, July 2002, pp. 86–94. Also see Chris Lema, “Not All Customers Are Equal—Butterflies & Barnacles,” April 18, 2013, http://chrislema.com/not-all-customers-are-equal-butterflies-barnacles/; Jill Avery, Susan Fournier, and John Wittenbraker, “Unlock the Mysteries of Your Customer Relationships,” Harvard Business Review, July–August 2014, pp. 72–81, “Telling Customers ‘You’re Fired,’” Sales and Marketing.com, September/October 2014, p. 8; and Michele McGovern, “6 Rules for Firing a Customer,” Customer Insight Experience, January 6, 2016, www.customerexperienceinsight.com/6-rules-for-firing-a-customer/.

28. “Internet Usage Statistics,” Internet World Stats, www.internetworld stats.com/stats.htm; accessed June 2016; and “U.S. Smartphone Use in 2015,” Pew Research Center, April 1, 2015, www.pewinternet.org/2015/04/01/us-smartphone-use-in-2015/.

29. “Digital Set to Surpass TV in Time Spent with US Media,” ­eMarketer, August 1, 2013, www.emarketer.com/Article/Digital-Set-Surpass-TV-Time-Spent-with-US-Media/1010096; and Amanda Kooser, “Sleep with Your Smartphone in Hand? You’re Not Alone,” CNET, June 30, 2015, www.cnet.com/news/americans-​like-​to-snooze-with-their-smartphones-says-survey/.

30. See https://community.petco.com/ and http://community.us.playstation.com/, accessed September 2016.

31. See Calla Cofield, “Social Media: NASA’s Not So Secret Weapon for the Orion Test Flight,” Space, December 3, 2014, www.space.com/27912-nasa-orion-spacecraft-social-media-blitz.html; Laura Nichols, “NASA Soars on Social Media with Orion Spacecraft,” PRWeek, December 18, 2015, www.prweek.com/article/1327011; “By the Letters EFT: Sesame Street Muppets Count Down to NASA Launch,” Collect Space, November 24, 2014, www.­collectspace.com/news/news-112514a-orion-eft1-muppets-countdown.html; and www.nasa.gov, accessed September 2016.

32. Bill Briggs, “M-Commerce Is Saturating the Globe,” Internet Retailer, February 20, 2014, www.internetretailer.com/2014/02/20/​m-commerce-saturating-globe; Mark Brohan, “Mobile Commerce Is Now 30% of All U.S. E-Commerce,” Internet Retailer, August 18, 2015, www.­internetretailer.com/2015/08/18/mobile-commerce-now-30-all-us-­ e-commerce; and Sandra Rand, “The Psychology of Mobile Usage & Its Impact on Advertising,” B2C, February 15, 2016, www.business2community.com/mobile-apps/psychology-mobile-usage-impact-advertising-01453221#eXku1BSeQyf2SvyV.99.

33. “Mobile Marketing: How Redbox Drove 1.5 Million Texts and Added 200,000 Mobile Participants in 10 Days,” Marketing Sherpa, October 6, 2011, www.marketingsherpa.com/article/case-study/how-redbox-drove-15-million; www.youtube.com/watch?v=c1nLbQeXAXc and www.redbox.com/textclub, accessed September 2016.

34. See John Gerzema, “How U.S. Consumers Are Steering the Spend Shift,” Advertising Age, October 11, 2010, p. 26; Gregg Fairbrothers and Catalina Gorla, “The Decline and Rise of Thrift,” Forbes, April 23, 2012, www.forbes.com/sites/greggfairbrothers/​2012/04/23/the-decline-and-rise-of-thrift/; and Gillian B. White, “Household Finances Still Fragile Six Years after the Recession,” May 20, 2015, www.theatlantic.com/business/archive/2015/05/household-finances-still-fragile-six-years-post-recession/393698/.

35. See “Purpose & Beliefs,” https://corporate.target.com/about/purpose-beliefs, accessed September 2016.

36. Information from “The 50 Largest U.S. Charities: St. Judes Children’s Research Hospital,” Forbes, www.forbes.com/companies/st-jude-childrens-research-hospital/, accessed September 2016; and various pages at www.stjude.org, accessed September 2016. Finding Cures. Saving Children®, Up ‘Til Dawn®, St. Jude Dream Home® Giveaway, and St. Jude Thanks and Giving® are registered trademarks of St. Jude Children’s Research Hospital.

37. “100 Leading National Advertisers,” Advertising Age, July 13, 2015, p. 15.

38. www.aboutmcdonalds.com/mcd and www.nikeinc.com, accessed September 2016.

39. See www.benjerry.com/values, www.benandjerrysfoundation.org, and www.unilever.com/brands-in-action/detail/ben-and-­jerrys/291995, accessed September 2016.

1. John Kell, “Starbucks Wants Your Phone as Much as It Wants to Sell You Coffee,” Fortune, July 24, 2015, http://fortune.com/2015/07/24/starbucks-mobile-investments/; David Kaplan, “Starbucks: The Art of Endless Transformation,” Inc., June, 2014, pp. 82–86+; Laura Lorenzetti, “Fortune’s World’s Most Admired Companies: Starbucks, Where Innovation Is Always Brewing,” Fortune, October 30, 2014, http://fortune.com/2014/10/30/­starbucks-innovation-cafe-to-classroom/; “Starbucks Corporation: Fiscal 2007 Annual Report,” http://media.corporate-ir.net/­media_files/irol/99/99518/2007AR.pdf; Julia Hanna, “Starbucks, Reinvented: A Seven-Year Study on Schultz, Strategy, and Reinventing a Brilliant Brand,” Forbes, August 25, 2014, www​.forbes.com/sites/­hbsworkingknowledge/2014/08/25/­starbucks-reinvented/; Bryan Pearson, “Starbucks Loyalty Program Change Brews Anger, Filters Out Value of Experience,” Forbes, February 24, 2016, www.forbes.com/sites/bryanpearson/2016/02/24/­starbucks-loyalty-change-brews-anger-filters-out-value-of-experience/print/; http://roastery.starbucks.com, accessed September 2016; and Starbucks annual reports and other information accessed at www.starbucks.com, September 2016.

2. The NASA mission statement is from www.nasa.gov/about/­highlights/what_does_nasa_do.html, accessed September 2016.

3. See www.ritzcarlton.com/en/about/gold-standards, accessed September 2016. For more discussion of mission statements and examples, both good and bad, see Jack and Suzy Welch, “State Your Business; Too Many Mission Statements Are Loaded with Fatheaded Jargon. Play It Straight,” BusinessWeek, January 14, 2008, p. 80; Setayesh Sattari et al., “How Readable Are Mission Statements? An Exploratory Study,” Corporate Communications, 2011, p. 4; and www.missionstatements.com/fortune_500_­mission_statements.html, accessed September 2016.

4. Information about CVS Health and its mission and activities from www.cvshealth.com/about, www.cvshealth.com/about/our-story, www.cvs.com/minuteclinic/visit/about-us/history, and www.cvshealth.com/about/our-offerings, accessed September 2016.

5. The following discussion is based in part on information found at www.bcg.com/documents/file13904.pdf, accessed September 2016.

6. See Jessica Stephans, “Gauging General Electric’s Appliance Segment,” February 9, 2016, http://marketrealist.com/2016/02/understanding-general-electrics-appliance-segment/; “General Electric Co.,” Reuters, www.reuters.com/finance/stocks/companyProfile?symbol=GE.N, accessed September 2016; and www.ge.com/ar2015/assets/pdf/GE_AR15.pdf, www.ge.com/investor-relations/financial-reporting, and www.ge.com/products, accessed September 2016.

7. H. Igor Ansoff, “Strategies for Diversification,” Harvard Business Review, September–October 1957, pp. 113–124.

8. Information about Under Armour in this section is from Palbir Nijjar, “The 3 Most Important Growth Drivers for Under Armour,” The Motley Fool, February 16, 2016, www.fool.com/investing/­general/2016/02/18/the-3-most-important-growth-drivers-for-­under-armo.aspx; Sarah Meehan, “Here’s How Much Under Armour Spent on Marketing Last Year,” Business Journal, February 24, 2015, www.bizjournals.com/baltimore/news/2015/02/24/heres-how-much-under-armour-spent-on-marketing.html?page=all; George Slefo, “Under Armour Enters Wearable Tech with IBM’s Watson and HTC,” AdAge, January 8, 2016, http://adage.com/article/print/302041/; and various pages at www.underarmour.com and http://investor.underarmour.com, accessed September 2016.

9. See Michael E. Porter, Competitive Advantage: Creating and Sustaining Superior Performance (New York: Free Press, 1985); and Michael E. Porter, “What Is Strategy?” Harvard Business Review, November–December 1996, pp. 61–78. Also see “The Value Chain,” www.quickmba.com/strategy/value-chain, accessed June 2015; and Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Hoboken, NJ: Prentice Hall, 2016), Chapter 2.

10. Tom French and others, “We’re All Marketers Now,” McKinsey Quarterly, July 2011, www.mckinseyquarterly.com/Were_​all_­marketers_​now_2834.

11. See www.gapinc.com/content/gapinc/html/aboutus/ourbrands/gap.html, accessed September 2016.

12. “Ad Age’s 200 Leading National Advertisers Report Shows Marketers Tightening and Reallocating Spending,” PR Newswire, July 15, 2015, www.prnewswire.com/news-releases/ad-ages-200-leading-national-advertisers-report-shows-marketers-tightening-and-­reallocating-spending-300113836.html.

13. The four Ps classification was first suggested by E. Jerome McCarthy, Basic Marketing: A Managerial Approach (Homewood, IL: Irwin, 1960). The four As are discussed in Jagdish Sheth and Rajendra Sisodia, The 4 A’s of Marketing: Creating Value for Customer, Company and Society (New York: Routledge, 2012); and Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Hoboken, NJ: Pearson Education, 2016), p. 26.

14. Tim Dunn, “Is the Era of CMO Over?” Adweek, March 2, 2015, p. 14; and Bob Evans, “The CMO Revolution: 10 Challenges That Will Rock the Marketing World in 2016,” Forbes, February 1, 2016, www.forbes.com/sites/oracle/2016/02/01/the-­cmo-revolution-10-challenges-that-will-rock-the-marketing-world-in-2016/#258c6a07e0c2.

15. For more on marketing dashboards and financial measures of marketing performance, see Ofer Mintz and Imran S. Currim, “What Drives Managerial Use of Marketing Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?” Journal of Marketing, March 2013, pp. 17–40; and “Marketing Dashboard Examples,” Klipfolio, www.klipfolio.com/resources/dashboard-­examples, accessed September 2016.

16. For a full discussion of this model and details on customer-­centered measures of marketing return on investment, see Roland T. Rust, Katherine N. Lemon, and Valerie A. Zeithaml, “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, January 2004, pp. 109–127; Roland T. Rust, Katherine N. Lemon, and Das Narayandas, Customer Equity Management (Upper Saddle River, NJ: Prentice Hall, 2005); Roland T. Rust, “Seeking Higher ROI? Base Strategy on Customer Equity,” Advertising Age, September 10, 2007, pp. 26–27; Andreas Persson and Lynette Ryals, “Customer Assets and Customer Equity: Management and Measurement Issues,” Marketing Theory, December 2010, pp. 417–436; and Kirsten Korosec, “‘Toma- to, Tomäto’? Not Exactly,” Marketing News, January 13, 2012, p. 8.

17. Molly Soat, “More Companies Require Revenue-Focused Marketing ROI Measures, Study Finds,” Marketing News Weekly, www.ama.org/publications/eNewsletters/Marketing-News-Weekly/Pages/more-companies-require-revenue-focused-marketing-roi-­measures.aspx#sthash.2zpUS7QR.npUibTEw.dpuf, accessed Sept­ember 2016.

1. Kim Severson, “Cereal, a Taste of Nostalgia, Looks for Its Next Chapter,” New York Times, February 22, 2016, www.nytimes.com/2016/02/24/dining/breakfast-cereal.html?_r=0; Devin Leonard, “Bad News in Cereal City,” Bloomberg Businessweek, March 2–8, 2015, pp. 42–47; John Kell, “Decline in Cereal Sales Bites into Kellogg’s Results,” Fortune, October 30, 2014, http://fortune.com/2014/10/30/kellogg-breakfast-sales-drop/; Annie Gasparro and Chelsey Dulaney, “Kellogg Sales Continue to Slide,” Wall Street Journal, February 11, 2016, www.wsj.com/­articles/kellogg-sales-continue-to-slide-1455200247; and http://investor.kelloggs.com/investor-relations/annual-reports/­default.aspx and www.kellogg.com, accessed September 2016.

2. Ginger Christ, “Supplier Relationships Key to Honda’s Healthy Profit Margins,” Industry Week, May 23, 2012, www.industryweek.com/blog/supplier-relationships-key-hondas-healthy-profit-margins; “2014 Annual Automotive OEM-Supplier Relations Study Shows Toyota and Honda on Top,” PR Newswire, May 12, 2014; and www.hondainamerica.com/parts-and-suppliers and http://world.honda.com/profile/philosophy/, accessed September 2016.

3. Information from Robert J. Benes, Abbie Jarman, and Ashley Williams, “2007 NRA Sets Records,” www.chefmagazine.com, accessed September 2007; “Thought Leadership Begins with Experience,” fishbowl, February 20, 2015, www.fishbowl.com/coca-cola-offers-restaurant-customers-new-digital-marketing-solutions-powered-by-fishbowl/; and www.cokesolutions.com, accessed September 2016.

4. See https://corporate.homedepot.com/­corporateresponsibility/​hdfoundation/pages/default.aspx and www.­homedepot foundation​.org, accessed September 2016.

5. World POPClock, U.S. Census Bureau, at www.census.gov/­popclock/, accessed September 2016. This website provides continuously updated projections of the U.S. and world populations.

6. U.S. Census Bureau projections and POPClock Projection, at www.census.gov/main/www/popclock.html, accessed September 2016.

7. “U.S. Population,” Worldometers, www.worldometers.info/world-population/us-population/, accessed September 2016.

8. See “$50+$ Facts and Fiction: Size, Wealth and Spending of $50+$ Consumers,” Immersion Active, March 9, 2015, www​. immersionactive.com/resources/size-wealth-spending-50​-consumers/; “Millennials Outnumber Baby Boomers and Are Far More Diverse, Census Bureau Reports,” U.S. Census Bureau, June 25, 2015, www.census.gov/newsroom/press​-releases/2015/cb15-113.html; and “Baby Boomers Will Control 70% of Disposable Income,” Impact Business Partners, February 22, 2016, http://impactbp.com/baby-boomers.

9. Suzanne Vranica, “AARP Launches Baby Boomer Ad Firm despite Marketers’ Obsession with Millennials,” Wall Street Journal, August 13, 2015, http://blogs.wsj.com/cmo/2015/08/13/aarp-launches-baby-boomer-ad-firm-despite-marketers-obsession-with-millennials/.

10. “Generational Marketing: Tips for Reaching Baby Boomers,” July 16, 2015, www.mayecreate.com/2015/07/generational-marketing​-tips-for-reaching-baby-boomers/.

11. “Last Night’s Ads: Walgreens Reassures Baby Boomers They Can Still Be Cool,” Advertising Age, January 4, 2016, http://­adage.com​/print/301976/; “Walgreens TV Commercial, ‘Carpe Med Diem,’” www.ispot.tv/ad/A7LR/walgreens-carpe-med-diem, accessed September 2016; and www.walgreens.com/topic​/pharmacy​/medicarepartd-info.jsp, accessed September 2016.

12. See Joe Ruiz, “How Lowe’s Is Sustaining Customer Relationships,” Maximize Social Business, January 27, 2014, http://maximizesocial business.com/lowes-sustaining-customer-relationships-12506/; and www.lowes.com/mobile, www.lowes.com, www.youtube.com/watch?v=zbFX7p6ZGTk, and www.pinterest.com/lowes/, ­accessed September 2016.

13. See “AT&T’s Catherine Borda Spills the Secrets to Millennial Marketing,” Adweek, March 3, 2015, www.adweek.com/print/163219; and “10 Stats That Will Make You Rethink Marketing to Millennials,” WordStream, February 2, 2016, http://www.­wordstream.com/blog/ws/2016/02/02/marketing-to-millennials.

14. “Fifth Third Bank Invites You to ‘Lose the Wait,’” Leo Burnett, February 12, 2016, http://leoburnett.us/chicago/article/fifth-third-bank-invites-you-to-lose-the-wait-/; and Adrianne Pasqarelli, “Another Bank Chases Millennials with Digital Games, Ads,” AdAge, January 21, 2016, http://adage.com/print/302263/.

15. See Giselle Abramovich, “15 Mind-Blowing Stats about Generation Z,” CMO, June 12, 2015, www.cmo.com/articles/2015/6/11/15-mind-blowing-stats-about-generation-z.html; and Jessica Geller, “Move Over, Millennials. Gen Z Is New Target Audience,” Boston Globe, September 21, 2015, www.bostonglobe.com/­business/2015/08/31/brands-turn-attention-towards-gen/wV99rNryDEEEhd06UjioFN/story.html; and Mahesh Rajagopalan, “Cracking the Code to Understand Gen Z,” Adweek, March 9, 2016, www.adweek.com/print/635650.

16. See “GenZ: Digital in Their DNA”; Shannon Bryant, “‘Generation Z’ Children More Tech-Savvy; Prefer Gadgets, Not Toys,” Marketing Forecast, April 3, 2013, www.ad-ology.com/tag/tech-savvy-children​/#.U5d9avldV8E; and Brett Relander, “How to Market to Gen Z,” Entrepreneur, November 4, 2014, www.entrepreneur.com​/article​/238998.

17. Robert Klara, “It’s Not Easy Being Tween,” Adweek, June 27, 2012, www.adweek.com/print/141378; Tim Feran, “Retailer Justice Shedding Brothers Brand,” The Columbus Dispatch, February 19, 2015, www.dispatch.com/content/stories/business/2015/02/18/justice-shedding-brothers-brand.html; and www.shopjustice.com.

18. See http://neverstopexploring.com/2016/02/18/12068/ and http://neverstopexploring.com/2015/08/25/the-north-face-youth-design-team-seeks-inspiration-from-kids/, accessed September 2016.

19. For statistics on family composition, see U.S. Census Bureau, “Family Households,” Table F1, www.census.gov/hhes/­families/data/cps2015F.html; and U.S. Census Bureau, “Households by Type, Age of Members, Region of Residence, and Age of Householder: 2015,” Table H2, www.census.gov/hhes/families/data​/cps2015H.html, accessed September 2016.

20. Wendy Wang, “Interracial Marriage: Who Is ‘Marrying Out’?” Pew Research, June 12, 2015, www.pewresearch.org/fact​-tank​/2015/06/12/interracial-marriage-who-is-marrying-out/; “The Changing American Family,” CBS News, May 11, 2014, http://www.cbsnews​.com​/videos/the-changing-american-family/; and U.S. Census Bureau, “Table 1. Household Characteristics of Opposite-Sex and Same-Sex Couple Households,” www.census.gov/hhes​/samesex/, accessed September 2016.

21. See Department of Labor, “Facts Over Time: Women in the Labor Force,” www.dol.gov/wb/stats/facts_over_time.htm; Pew Research Center, “Breadwinner Moms,” May 29, 2013, www.­pewsocialtrends.org/2013/05/29/breadwinner-moms/; U.S. Census Bureau, “America’s Families and Living Arrangements: 2015,” Table FG1, www.census​.gov/hhes/families/data/cps2015FG.html, accessed March 2016; and U.S. Census Bureau, “Parents and Children in Stay at Home Parent Family Groups: 1994 to Present,” Table SHP-1, www​.census.gov/hhes/families/data/families.html, accessed September 2016.

22. See Cord Jefferson, “Cheerios Ad Starring Interracial Family Predictably Summons Bigot Wave,” Gawker, May 30, 2013, http://gawker.com/cheerios-ad-starring-interracial-family​-predictably-sum-510591871; Jessica Wohl, “Campbell Soup Shows ‘Real, Real Life’ in New Brand Campaign,” Advertising Age, October 5, 2016, http://adage.com/print/300750; and www.youtube​.com/watch?v=Z01qH-jqGBY and www.youtube.com/watch?v=7rZOMY2sOnE, accessed September 2016.

23. U.S. Census Bureau, “U.S. Mover Rate Remains Stable at About 12 Percent Since 2008, Census Bureau Reports,” March 18, 2015, www.census.gov/newsroom/press-releases/2015/cb15-47.html; and U.S. Census Bureau, “Geographical Mobility/Migration,” www​. census.gov/population/www/socdemo/migrate.html, accessed September 2016.

24. See U.S. Census Bureau, “Metropolitan and Micropolitan Statistical Areas,” www.census.gov/population/metro/data/index.html/, accessed September 2016; U.S. Census Bureau, “Census Estimates Show New Patterns of Growth Nationwide,” April 5, 2012, www​. census.gov/newsroom/releases/archives/population/cb12-55​. html; and “The 536 Micropolitan Statistical Areas of the United States of America,” Wikipedia, http://en.wikipedia.org/wiki/List_of_Micropolitan_Statistical_Areas, accessed September 2016.

25. “It’s Unclearly Defined, but Telecommuting Is Fast on the Rise,” New York Times, March 8, 2014, p. B5; and Jeffrey M. Jones, “In U.S., Telecommuting for Work Climbs to 37%,” Gallup, August 19, 2015, http://www.gallup.com/poll/184649/telecommuting-work-climbs​.aspx.

26. U.S. Census Bureau, “Educational Attainment,” www.census​.gov/hhes/socdemo/education/data/cps/2014/tables.html, accessed June 2016.

27. See U.S. Department of Labor, “Employment Projections: 2014–2024 Summary,” www.bls.gov/emp/ep_table_103.htm, accessed September 2016.

28. See U.S. Census Bureau, “Projections of the Size and Composition of the U.S. Population: 2014 to 2060,” March 2015, www​.census.gov/content/dam/Census/library/publications​/2015​/demo/p25-1143.pdf; and “Multicultural Consumers by the Numbers,” Advertising Age, April 6, 2015, p. 20.

29. See “Ads Targeting Asian Americans in the U.S., Multicultural Marketing Resources,” http://multicultural.com/multicultural_markets​/asian-american, accessed September 2016; Marilyn Much, “More Firms Reach Out to Asian Americans,” Investors.com, September 29, 2003, http://news.investors.com; and www.chineseparade​.com/, www​.southwest.com/asianoutreach/, accessed September 2016.

30. Witeck Communications, “America’s LGBT 2014 Buying Power Estimated at $884 Billion,” June 10, 2015, www.witeck.com​/pressreleases/americas-lgbt-2014-buying-power-estimated-at-884-billion/; and David Gianatasio, “Agencies Eye Pot of Gold,” Adweek, September 14, 2015, p. 26.

31. For more discussion, see Dominique Mosbergen, “Adidas Shuts Down Homophobic Commenters in the Best Way Possible,” Huffington Post, February 18, 2016, www.huffingtonpost​.com/entry/adidas-valentines-day-ad-same-sex-couple_us​_ 56c56250e4b08ffac127b0eb; Jacob Passy, “Wells Fargo: Ad with Gay Couple Reflects ‘Demographic Reality,’” American Banker, June 23, 2015, www.americanbanker.com/news/consumer​-­finance/wells-fargo-ad-with-gay-couple-reflects-demographic-reality-1075043-1.html; and https://www.youtube.com/watch?v=DxDsx8HfXEk, accessed September 2016.

32. “CDC: 53 Million Adults in the U.S. Live with a Disability,” CDC Newsroom, July 30, 2015, www.cdc.gov/media/releases/2015/p0730-us-disability.html; Institute on Disability, “2014 Disability Statistics Annual Report,” www.disabilitycompendium.org/docs​/default-source/2014-compendium/annual-report.pdf; and “Disability Travel Generates $17.3 Billion in Annual Spending,” PR Newswire, July 31, 2015, www.prnewswire.com/news-releases​/disability-travel-generates-173-billion-in-annual-spending​-300121930.html.

33. “We Can Change Attitudes with Disability in Advertising,” Advertising and Disability, February 18, 2016, http://​­advertisinganddisability.com/2016/02/18/we-can-change​-attitudes-with-disability-in-advertising/.

34. See Rob Walker, “Tiffany & Co: At What Point Does Affordable Luxury Prove Costly?” Euromonitor International, June 25, 2014, http://blog.euromonitor.com/2014/06/tiffany-co-at-what-point-does-affordable-luxury-prove-costly.html; “Tiffany Moves Down Market and Makes a Mint,” Bloomberg Businessweek, May 21, 2014, www.bloomberg.com/bw/articles/2014-05-21/tiffany-moves-down-market-and-makes-a-mint; and www.tiffany.com, accessed September 2016.

35. See U.S. Census Bureau, “Income and Poverty in the United States: 2014,” Table 2, p. 9, September 2015, www.census.gov/content/dam/Census/library/publications/2015/demo/p60-252.pdf.

36. Drew Harwell, “Meet the Secret Army of Meteorologists Who Keep Your Holiday Deliveries on Time,” The Washington Post,” December 8, 2014, www.washingtonpost.com/business/economy​/meet-the-secret-army-of-meteorologists-who-keep-your-holiday​-deliveries-on-time/2014/12/08/2d9d3c82-759d-11e4-9d9b-86d397daad27_story.html; Sally Herships, “Weather Information Is Big Business,” Marketplace, October 28, 2015, www.­marketplace.org/2015/10/28/tech/weather-information-big-business; and “UPS Meteorologists Use the Latest Technology to Ensure On-Time Delivery,” http://thenewlogisticsasia.ups.com/customers/ontime-delivery/, accessed September 2016.

37. Sarah Begley, “UN Report Warns of Serious Water Shortages within 15 Years,” Time, March 20, 2015, http://time.com/3752643/un-water-shortage-2030/; The 2030 Water Resources Group, www.2030wrg.org, accessed September 2016; and “The World’s Water,” Pacific Institute, www.worldwater.org/data.html, accessed September 2016.

38. See Joel Makower, “Walmart Sustainability at 10: The Birth of a Notion,” GreenBiz, November 16, 2016, www.­greenbiz​.com​/article​/walmart-sustainability-10-birth-notion; Joel Makower, “Walmart Sustainability at 10: An Assessment,” GreenBiz, November 17, 2016, www.greenbiz.com/article/walmart​-­sustainability-10-assessment; and http://corporate.walmart.com/global-responsibility/­sustainability/ and www.­walmartsustainabilityhub.com/, accessed September 2016.

39. See “Tracking Customers’ Shopping Data: RFIDs, Barcodes or QR Codes?” April 6, 2015, www.bigdata-madesimple.com/tracking-customers-shopping-data-rfids-barcodes-or-qr-codes/; and Melissa Anders, “8 Retail Technologies to Watch in 2016,” RetailDIVE, January 14, 2016, www.retaildive.com/news/8-retail-technologies-to-watch-in-2016/410567/.

40. See “A $1 Billion Project to Remake the Disney World Experience, Using RFID,” www.fastcodesign.com/1671616/a-1-billion-project​-to-remake-the-disney-world-experience-using-rfid#1; Brooks Barnes, “At Disney Parks, a Bracelet Meant to Build Loyalty (and Sales),” New York Times, January 7, 2013, p. B1; Claire Swedberg, “MagicBands Bring Convenience, New Services to Walt Disney World,” RFID Journal, June 16, 2014, www.rfidjournal.com/articles/view?11877; and Christopher Palmeri, “Why Disney Won’t Be Taking Magic Wristbands to Its Chinese Park,” BloombergBusiness, January 10, 2016, www.bloomberg.com/news/articles/2016-01-10/why-disney​-won-t-be-taking-magic-wristbands-to-its-chinese-park.

41. See www.shakeshack.com/tag/great-american-shake-sale/ and www.itcanwait.com, accessed September 2016.

42. See “Warby Parker: Do Good,” www.warbyparker.com/do-good​/#home, accessed June 2016.

43. John Biggs, “Three Things Warby Parker Did to Launch a Successful Lifestyle Brand,” TechCrunch, May 7, 2013, http://techcrunch​. com/2013/05/07/the-three-things-warby-parker-did-to-launch​-a-successful-lifestyle-brand/; and “Warby Parker: Breaking ‘Glasses’ Ceiling,” CNBC, February 2, 2016, http://video.cnbc.com/gallery/?video=3000490919.

44. See “Statistics Every Cause Marketer Should Know,” www​. causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/k​.262B/Statistics_Every_Cause_Marketer_Should_Know.htm, accessed September 2016.

45. Kristina Monllos, “Sperry Goes Back to Basics with a Campaign for Adventurous Millennials,” Adweek, February 19, 2015, www​. adweek.com/print/162983; Erik Oster, “mono Rebrands Sperry with ‘Odysseys Await,’” Adweek, February 19, 2015, www.adweek​. copm/print/81123; and www.sperry.com/en/our-story/ and https://mono-1.com/work/sperry-odysseys-await, accessed September 2016.

46. Sherry Turkle, “The Flight from Conversation,” New York Times, April 22, 2012, p. SR1; and Turkle, “Stop Googling. Let’s Talk,” New York Times, September 27, 2015, p. SR1.

47. See Tim Nudd, “What the Famous Faces from Jeep’s Super Bowl Ad Really Had to Do with the Vehicle,” Advertising Age, February 7, 2016, www.adage.com/print/169489; “Apple Kicks Off ‘Made in USA’ Marketing Push with High-End Mac Pro,” Advertising Age, December 19, 2013, http://adage.com/print/245765/; E.J. Schultz, “Coke Joins Patriotic Branding Boom with Flag Can,” Advertising Age, May 26, 2016, www.adage.com/print/304186; and www​.youtube.com/watch?v=wKn5K5V7tRo, accessed September 2016.

48. See “Natural and Organic Foods and Beverages in the U.S., 4th Edition,” PR Newswire, December 22, 2014, www.prnewswire.com/news-releases/natural-and-organic-foods-and-­beverages-in-the-us-4th-edition-300013041.html; and “Technavio Expects Natural and Organic Food Market in the US to Exceed $200 Billion by 2019,” December 4, 2015, www.technavio.com/­pressrelease/technavio-expects-natural-and-organic-food-market-us-exceed-200-billion-2019.

49. Based on information from various pages at www.annies.com, accessed September 2016.

50. The Pew Forum on Religion & Public Life, “Nones on the Rise,” www.pewforum.org/Unaffiliated/nones-on-the-rise.aspx, accessed October 9, 2012; “America’s Changing Religious Landscape,” May 12, 2015, www.pewforum.org/2015/05/12/americas-changing-­religious-landscape/; and www.pewforum.org/religious-­landscape-study/, ­accessed July 2016.

51. For more discussion, see David Masci and Michael Lipka, “Americans May Be Getting Less Religious, but Feelings of Spirituality Are on the Rise,” Pew Research Center, January 21, 12016, www.­pewresearch.org/fact-tank/2016/01/21/americans-spirituality/.

52. See Brad Tuttle, “McDonald’s Made the Right Move in Response to Gross ‘Pink Slime,’” Time, February 5, 2014, http://time.com/4680/mcdonalds-made-the-right-move-in-response-to-gross-pink-slime/; www.youtube.com/watch?v=Ua5PaSqKD6k, accessed September 2016; Bruce Horovitz, “McDonald’s to Customers: Ask about Food Quality,” USA Today, October 13, 2014, www.​usatoday.com/story/money/business/2014/10/13​/mcdonalds-fast-food-food-quality-restauants/17213145/; and www.​mcdonalds.com/us/en/your_questions/our_food.html, accessed September 2016.

1. John Kell, “Lego Says 2015 Was Its ‘Best Year Ever,’ with Huge Sales Jump,” Fortune, March 1, 2016, http://fortune.com/2016/03/01/lego-sales-toys-2015/; Jonathon Ringen, “When It Clicks, It Clicks,” Fast Company, February 2015, pp. 72–78+; Andrew Jack, “How LEGO Took to Anthropology,” Financial Times, February 26, 2014, www.ft.com/cms/s/0/b071990c-9d4c-11e3 a599-00144feab7de.html#axzz3N8u6XIPH; “How 5 Massive Companies Changed Using Market Research,” SurveyPolice, March 21, 2015, www.­surveypolice.com/blog/how-5-­massive-companies-changed-using-market-research/; Christian Madsbjerg and Mikkel B. Rasmussen, “An Anthropologist Walks into a Bar . . . ,” Harvard Business Review, March, 2014, pp. 80–88; Richard Milne, “Sales Jump Secures LEGO’s Crown as World’s Biggest Toymaker,” Financial Times, September 2, 2015, www.ft.com/intl/cms/s/0/f03d0188-513d-11e5-9497-c74c95a1a7b1.html#axzz3szkTNfDv; and www.lego​.com, September 2016.

2. See Craig Smith, “By the Numbers: 250 Amazing Pinterest Statistics,” Digital Marketing Ramblings, October, 2015, http://­expandedramblings.com/index.php/pinterest-stats/; Jacob Kastrenakes, “Pinterest Now Has 100 Million Monthly Users,” The Verge, September 17, 2015, www.theverge.com/2015/9/17/9348519/pinterest-100m-monthly-­users; and www.pinterest.com/llbean/, www.pinterest.com/­nordstrom/, and www.pinterest.com/lowes/, accessed September 2016.

3. See “Big Data,” Wikipedia, http://en.wikipedia.org/wiki/Big_data, accessed June 2016; Michael Lev-Ram, “What’s the Next Big Thing in Big Data? Bigger Data,” Fortune, June 16, 2014, pp. 233–240; and Peter Horst and Robert Duboff, “Don’t Let Big Data Bury Your Brand,” Harvard Business Review, November 2015, pp. 79–86.

4. Based on information from Shareen Pathak, “How PepsiCo Sweetens Up Consumer Insights,” Digiday, June 8, 2015, http://digiday.com/brands/pepsico-sweetens-consumer-insights/.

5. See www.walmartstores.com/Suppliers/248.aspx, accessed September 2016; and “Retail Link 2.0,” 8th & Walton, http://blog.​8thandwalton.com/2014/08/retail-link-2-0/, accessed September 2016.

6. See Micah Solomon, “Crushing It via Customer-Centricity: How USAA Insurance Succeeds without Geckos and Flying Pigs,” Forbes, August 13, 2015, www.forbes.com/sites/­micahsolomon/2015/08/13/­crushing-it-via-customer-centricity-not-geckos-and-flying-pigs-the-usaa-model/; Scott Horstein, “Use Care with That Database,” Sales & Marketing Management, May 2006, p. 22; “Top 10 Customer-Centric Companies of 2014,” Desk Talk, January 13, 2015, https://www.talkdesk.com/blog/top-10-­customer-centric-companies-of-2014/; and www.usaa.com and www.usaa.com/inet/pages/reporttomembers_financialhighlights_landing, ­accessed September 2016.

7. George Chidi, “Confessions of a Corporate Spy,” Inc., February 2013, pp. 72–77.

8. For more on research firms that supply marketing information, see Laurence N. Gold, “The 2015 AMA Gold Global Top 50 Report,” Marketing News, August 2015. Other information from www.nielsen.com/us/en/solutions/measurement/retail-measurement.html and http://thefuturescompany.com/what-we-do/us-yankelovich-monitor, accessed September 2016.

9. See www.iriworldwide.com, accessed September 2016.

10. See www.fisher-price.com/en_US/ourstory/research-at-the-heart/index.html, accessed September 2016.

11. E. J. Schultz, “Tapping into the Secret Town,” Advertising Age, June 17, 2013, pp. 12–13. For other discussions and examples of ethnographic research in marketing, see Christine Birkner, “C’est La Vie,” Marketing News, June 2014, pp. 23–27.

12. See Birkner, “C’est La Vie”; and “Landor Families,” http://landor.com/#!/talk/articles-publications/articles/landor-­families/, accessed September 2016.

13. See Rebecca Greenfield, “How the Deepest, Darkest Secrets of Moms Shape the Products in Aisle 6,” Fast Company, December 19, 2014, www.fastcompany.com/3039798/most-creative-­people/how-the-deepest-darkest-secrets-of-moms-shape-the-products-in-aisle-6?utm_source; and www.momcomplex.com, accessed September 2016.

14. Molly Soat, “Everything in Moderation,” Marketing News, April 2014, pp. 36–46, here p. 38.

15. See “Internet World Stats,” www.internetworldstats.com/stats14.htm#north, accessed June 2016.

16. For more information, see www.focusvision.com and www.­youtube.com/watch?v%3DPG8RZl2dvNY, accessed September 2016.

17. See www.nascarfancouncil.com, accessed September 2016; Sarah Sluis, “Beauty Marketers Must Put Their Best Face Forward,” CRM, June 2014, www.destinationcrm.com/Articles/Editorial/Magazine-Features/Beauty-Marketers-Must-Put-Their-Best-­Face-Forward-96977.aspx; and www.allurebeautyenthusiasts.com, ­accessed September 2016.

18. For more discussion, see “Do-Not-Track Online Act of 2013,” www​. congress.gov/bill/113th-congress/senate-bill/418; Fred B. Campbell, Jr., “The Slow Death of ‘Do Not Track,’” New York Times, December 27, 2014, p. A17; Dustin Volz, “U.S. Regulators Reject Push for ‘Do Not Track’ Internet Rules,” Reuters, November 6, 2015, www.reuters.com/article/2015/11/06/usa-tech-tracking-idUSL1N1311XW20151106; and “Do Not Track Legislation,” http://en.wikipedia.org/wiki/Do_Not_Track_legislation, accessed September 2016.

19. Michael E. Smith, “The Brains behind Better Ads: Optimizing the Cute and Cuddly,” June 18, 2014, www.nielsen.com/us/en/­insights/news/2014/the-brains-behind-better-ads-optimizing-the-cute-and-cuddly.html; “The Shelter Pet Project,” 2015 ARF Awards, http://thearf-org-aux-assets.s3.amazonaws.com/ogilvy/2015/­studies/shelter-pet.pdf; and www.­theshelterpetproject.org, accessed September 2016.

20. See Jennifer Alsever, “Technology Is the Best Policy,” Fortune, November 18, 2013; “Built in Record Time, the MetLife Wall Knocks Down Barriers to Great Customer Service,” October 23, 2013, www.metlifegto.com/news/Built-in-record-time–the-MetL; “5 Lessons Learned from the MetLife Wall,” Insurance Networking News, www.­insurancenetworking.com/gallery/5-lessons-learned-from-the-metlife-wall-34261-1.html, accessed June 2016; and “Rethinking the Customer Experience at MetLife,” MongoDB, www​.mongodb.com/customers/metlife, accessed June 2016.

21. Andrew Nusca, “Despite High Tech, the Future of Marketing Is Exactly the Same: Focus on Customers,” Fortune, July 15, 2014, http://fortune.com/2014/07/15/big-data-future-marketing-­customer-focus/; Phani Nagarjuna, “Seven Steps to Understanding Your Business and Monetizing Analytics,” Sales & Marketing Management, January 9, 2015, http://­salesandmarketing​. com/content/seven-steps-understanding-your-business-and-­monetizing-analytics; and Jon Cifuentes, “The State of Marketing Analytics: Insights in the Age of the Customer,” Venture Beat, September 25, 2015, http://insight.venturebeat.com/report/state-marketing-analytics-insights-age-customer.

22. For more discussion, see Matt Ariker and others, “Quantifying the Impact of Marketing Analytics,” Harvard Business Review, November 5, 2015, https://hbr.org/2015/11/quantifying-the-impact-of-­marketing-analytics; and Martin Kihn, “What’s Going On with Marketing Analytics?” Gartner, September 30, 2015, http://blogs.gartner.com/martin-kihn/whats-going-on-with-marketing-analytics-2/.

23. Avi Dan, “How Data Nourishes Agile Marketing at Kraft,” Forbes, October 26, 2014, www.forbes.com/sites/avidan/2014/10/26/how-data-nourishes-agile-marketing-at-kraft-foods/; and Jack Neff, “Kraft Says Content Delivers Four Times Better ROI than Ads,” Advertising Age, September 15, 2014, p. 8.

24. For examples, see Molly Soat, “Size Matters,” Marketing News, June 2015, pp. 10–11; and Peter Horst and Robert Duboff, “Don’t Let Big Data Bury Your Brand,” Harvard Business Review, November 2015, pp. 79–86.

25. “1-800-Flowers.com Customer Connection Blooms with SAS Business Analytics,” www.sas.com/success/1800flowers.html, ­accessed September 2016.

26. See Daryl Travis, “The Best Omni-Channel Brands Look More Like a Cause than a Business,” The Hub, August 2014, www.­hubmagazine.com/the-hub-magazine/zappos-­omnivalues-082014/; and https://zuul.zappos.com/zuul/login, accessed September 2016.

27. Based on information in Ann Zimmerman, “Small Business; Do the Research,” Wall Street Journal, May 9, 2005, p. R3; with additional information and insights from John Tozzi, “Market Research on the Cheap,” BusinessWeek, January 9, 2008, www​.­businessweek.com/smallbiz/content/jan2008/sb2008019_352779.htm; “Understanding the Basics of Small Business Market Research,” All Business, www.allbusiness.com/marketing/market-­research/2587-1.html#axzz2K8T92eOR, accessed September 2016; and www​.bibbentuckers.com, accessed September 2016.

28. For some good advice on conducting market research in a small business, search “conducting market research” at www.sba.gov or see “Researching Your Market,” Entrepreneur, www.entrepreneur.com/article/43024-1, accessed September 2016.

29. See “The 2015 AMA Gold Global Top 25 Report,” Marketing News, August 2015, pp. 34+; and www.nielsen.com/us/en/about-us.html and www.nielsen.com/us/en/about-us.html, accessed September 2016.

30. For these and other examples, see “From Tactical to Personal: Synovate’s Tips for Conducting Marketing Research in Emerging Markets,” Marketing News, April 30, 2011, pp. 20–22. Internet stats are from http://data.worldbank.org/indicator/IT.NET.USER.P2, accessed June 2016.

31. Subhash C. Jain, International Marketing Management, 3rd ed. (Boston: PWS-Kent, 1990), p. 338. For more discussion on international marketing research issues and solutions, see Warren J. Keegan and Mark C. Green, Global Marketing, 8th ed. (Upper Saddle River, NJ: Prentice Hall, 2015), pp. 170–201.

32. See Mary Madden, “Privacy and Cybersecurity: Key Findings from Pew Research,” Pew Research, January 16, 2015, www.pewresearch.org/key-data-points/privacy/; and Natasha Singer, “Sharing Data, but Not Happily,” New York Times, June 5, 2015, p. B1.

33. Based on information from Charles Duhigg, “Psst, You in Aisle 5,” New York Times, February 19, 2012, p. MM30; Kashmir Hill, “How Target Figured Out a Teen Girl Was Pregnant before Her Father Did,” Forbes, February 16, 2012, www.forbes.com/sites/­kashmirhill/2012/02/16/­how-target-figured-out-a-teen-girl-was-pregnant-before-her-father-did/; and “7 Big Data Blunders You’re Thankful Your Company Didn’t Make,” Umbel, October 22, 2014, www.umbel.com/blog/big-data/7-big-data-blunders/?utm_content=buffer6a719&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer.

34. See Kate Kaye, “The $24 Billion Data Business that Telcos Don’t Want to Talk About,” Advertising Age, October 26, 2015, pp. 12–14; and “Mobile Data Analysis with SAP Consumer Insight 365,” https://experience.sap.com/designservices/work/mobile-data-analysis-with-sap-consumer-insight-365, ­accessed September 2016.

35. See “Respondent Bill of Rights,” www.marketingresearch.org/issues-policies/best-practice/respondent-bill-rights, accessed September 2016.

36. See www.casro.org/?page=TheCASROCode&hhSearchTerms=%22code+and+standards%22, accessed September 20

1. Quotes and other information from Rich Duprey, “Can Harley-Davidson Inc. Stop Sliding Sales with This Strategy?” The Motley Fool, December 5, 2015, www.fool.com/investing/­general/2015/12/05/can-harley-davidson-inc-stop-­sliding-sales-with-th.aspx; Ben Popkin, “How Harley-Davidson, Inc. Hopes to Gain Market Share,” The Motley Fool, February 5, 2014, http://www​.fool.com/investing/general/2014/02/05/­how-harley-davidson-inc-hopes-to-gain-market-share.aspx; Susanna Hamner, “Harley, You’re Not Getting Any Younger,” New York Times, March 22, 2009, p. BU1; “Thousands of Thundering Motorcycles Rumble through Milwaukee for Harley-Davidson 110th Anniversary Parade,” PRNewswire, August 31, 2013, www.prnewswire.com/news-releases/thousands-of-­thundering-motorcycles-rumble-through-milwaukee-for-harley-davidson-110th-anniversary-­parade-221946591.html; Meredith Davis, “Harley-Davidson ­Third-Quarter Profit Falls, Stock Hits Two-Year Low,” Reuters, October 20, 2015, www.reuters.com/article/us-harley-­davidsonresults-idUSKCN0SE1BL20151020; “Harley Owners Group,” www​.harley-davidson.com/content/h-d/en_US/home/owners/hog.html, accessed September 2016; and various pages at www.harley-davidson.com, accessed September 2016.

2. Consumer expenditure figures from “Household Final Consumption Expenditure,” The World Bank, http://data.worldbank.org/indicator/NE.CON.PRVT.CD, accessed September 2016. Population figures from the World POPClock, U.S. Census Bureau, www.census.gov/main/www/popclock.html, accessed September 2016. This website provides continuously updated projections of U.S. and world populations.

3. “Advertising Age Hispanic Fact Pack,” August 3, 2015, pp. 30–31; Claudia “Havi” Goffan, “Hispanic Market Trends Forecast,” Target Latino, http://targetlatino.com/hispanic-­market-trends-forecast/, accessed September 2016; and “Population Projections,” www​.census.gov/population/projections/, ­accessed September 2016.

4. Lee Vann, “5 Predictions for Hispanic Online Marketing in 2015,” MediaPost, November 13, 2014, www.mediapost.com/­publications/article/238136; and Goffan, “Hispanic Market Trends Forecast.”

5. Ann-Christine Diaz, “Toyota’s ‘Mas Que un Auto’ Is More than Your Average Campaign,” Advertising Age, April 7, 2015, http://adage.com/print/297904/; Laurel Wentz, “U.S. Hispanic Awards Honor Toyota, Volvo, California Milk,” Advertising Age, April 29, 2015, http://adage.com/print/298296/; and www.masqueunauto.com, accessed September 2016.

6. See “Connecting through Culture: African Americans Favor Diverse Advertising,” Nielsen, October 20, 2014, www.nielsen.com/us/en/insights/news/2014/connecting-through-culture-african-americans-favor-diverse-advertising.html; and U.S. Census Bureau, “U.S. Population Projections,” www.census.gov/population/projections, accessed September 2016.

7. “U.S. Forest Service and Ad Council Launch New Multimedia Public Service Advertising Effort to Encourage African American Families to Discover Nature,” June 7, 2012, www.multivu.com/mnr/­62047-us-forest-service-ad-council-psa-african-american-­families-discover-nature; “US Forest Service Discover the Forest,” National Environmental Justice Conference and Training Program, April 4, 2013, www.scribd.com/doc/134213528/US-Forest-­Service-Discover-The-Forest#scribd; “Discovering Nature (African-American Market),” www.adcouncil.org/Our-Campaigns/Family-Community/Discovering-Nature-African-American-Market, accessed February 2015; and www.discovertheforest.org, accessed September 2016.

8. See “Nielsen: Asian-American Buying Power Increased by More than $50 Billion in One Year—Expected to Hit $1 Trillion by 2018,” Nielsen, June 11, 2015; and U.S. Census Bureau, “U.S. Population Projections,” www.census.gov/population/­projections, accessed September 2016.

9. See Hannah Madans, “Retailers Step Up Luxury Goods during Lunar New Year as Asians Celebrate a Season of Shopping,” McClatchy-Tribune Business News, February 24, 2015; Mitch Moxley, “Global Luxury Retailers Gear Up for Chinese New Year Shoppers,” Jing Daily, January 29, 2014, https://­jingdaily​. com/global-luxury-retailers-gear-up-for-chinese-new-year-shoppers/#.Vmc1bnarRhF; and Tori Telfer, “Bloomingdale’s Will Celebrate the Chinese New Year Again This Year,” Chicago Magazine, www.chicagomag.com/style-shopping/January-2015/Bloomingdales-Will-Celebrate-Chinese-­New-Years-Again-This-Year/.

10. See Yuriy Boykiv, “What Leaders Need to Know about the ‘Total Market’ Approach to Diverse Audiences,” Inc., November 10, 2014, www.inc.com/yuriy-boykiv/what-leaders-need-to-know-about-the-total-market-approach-to-diverse-audiences.html; Tim Nudd, “Ad of the Day: Honey Maid Celebrates Fourth of July with an Immigrant Family’s Story,” Adweek, June 29, 2015, www.adweek​.com/print/165626; and Laurel Wentz, “Welcome to the Multicultural Mainstream,” Advertising Age, April 6, 2015, pp. 18+.

11. Barry Levine, “New Marketing Survey, It’s the Trust, Stupid,” Venture Beat, September 29, 2015, http://venturebeat.com/2015/09/29/new-marketing-survey-its-the-trust-stupid/.

12. “Mercedes-Benz: Take the Wheel,” http://industry.shortyawards.com/nominee/6th_annual/It/mercedes-benz-take-­the-wheel, ­accessed September 2016; and Razorfish NYC, “Mercedes-Benz Take the Wheel Case Study,” https://vimeo.com/81342429, accessed September 2016.

13. Kate Taylor, “For McRib Fans, Search for the Sandwich Is Worth the Effort,” Entrepreneur, November 21, 2013, www.­entrepreneur.com//article/230063#; and http://mcriblocator.com, accessed September 2016.

14. See “Dunkin’ Donuts Taps Vine Star Logan Paul for Loyalty Program Jolt,” Advertising Age, November 9, 2015, www.adage​. com/print/310271.

15. See Andrew Adam Newman, “To Buoy Tourism in Bermuda, a Campaign Turns to Social Media,” New York Times, December 3, 2014, www.nytimes.com/2014/12/04/business/media/to-buoy-tourism-in-bermuda-a-campaign-turns-to-social-media.html; and www.gotobermuda.com/default/, accessed September 2016.

16. See Sam Parr, “This Men’s Fashion Startup is KILLING Content Marketing: 7 Tactics Learned from Chubbies Shorts,” The Hustle, January 13, 2015, http://thehustle.co/mens-fashion-­startup-­killing-content-marketing-7-tactics-learned-chubbies-shorts; and www​.chubbies.com and www.chubbiesshorts.com/pages/the-­ambassadors, accessed September 2016.

17. Chris Slocumb, “Women Outspend Men 3 to 2 on Technology Purchases,” ClarityQuest, January 3, 2013, www.clarityqst.com/women-outspend-men-3-to-2-on-technology-purchases/; “More Men Are Grocery Shopping, but They Do So Grudgingly, Reports NPD,” November 12, 2014, www.npd.com/wps/portal/npd/us/news/press-releases/more-men-are-grocery-shopping-but-they-do-so-grudgingly/; Sarwant Singh, “Women in Cars: Overtaking Men on the Fast Lane,” Forbes, May 23, 2014, www.forbes.com/sites/sarwantsingh/2014/05/23/women-in-cars-overtaking-­men-on-the-fast-lane/; and “Women Make Up 85% of All Consumer Purchases,” BloombergBusiness, June 22, 2015, www.bloomberg.com/news/videos/b/9e28517f-8de1-4e59-bcda-ce536aa50bd6.

18. See Jack Neff, “Move Over Mom, It’s Dad’s Turn,” Advertising Age, January 26, 2014, p. 6; “Dad Gets a Makeover in Super Bowl Ads,” CNN, January 31, 2015, www.cnn.com/2015/01/30/living/feat-super-bowl-dads-ads/; “Cheerios Leverages the Power of ‘Dadvertising,’” Marketing News, February 2015, pp. 4–5; and www.youtube.com/watch?v=6GYxH2-WeZY, accessed September 2016.

19. See “Kids Spending and Influencing Power: $1.2 Trillion Says Leading Ad Firm,” Center for Digital Democracy, November 1, 2012, www.democraticmedia.org/kids-spending-and-influencing-power-12-trillion-says-leading-ad-firm; and “How Much Influence Do Teens Wield over Their Parents’ Purchase Decisions?” Marketing Charts, June 23, 2015, www.marketingcharts.com/traditional/­how-much-influence-do-teens-wield-over-their-parents-­purchase-decisions-56068/.

20. See www.redcap.com and www.redkapautomotive.com/Home/Our-Story, accessed September 2016.

21. For more on the Nielsen PRIZM, visit https://segmentation solutions.nielsen.com/mybestsegments/, accessed September 2016.

22. See “Microsoft-Nokia Launches Cheap Lumia Phones for Price Sensitive Consumers,” Forbes, January 15, 2015, www.forbes.com/sites/­greatspeculations/2015/01/15/microsoft-nokia-launches-­cheap-­lumia-phones-for-price-sensitive-consumers/; and Sanjay Sanghoee, “Can Apple Win in China in a Market of Cheaper Smartphones?” Fortune, February 24, 2015, http://fortune.com/2015/02/24/can-apple-win-china-in-a-market-of-cheaper-smartphones/.

23. See Jennifer Aaker, “Dimensions of Measuring Brand Personality,” Journal of Marketing Research, August 1997, pp. 347–356; and Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Upper Saddle River, New Jersey: Pearson Publishing, 2016), p. 163.

24. Deborah Malone, The Reinvention of Marketing (New York: The Internationalist Press, 2014), Kindle location 142.

25. See Abraham H. Maslow, “A Theory of Human Motivation,” Psychological Review, 50 (1943), pp. 370–396. Also see Maslow, Motivation and Personality, 3rd ed. (New York: HarperCollins Publishers, 1987); and Michael R. Solomon, Consumer Behavior, 11th ed. (Upper Saddle River, NJ: Prentice Hall, 2014), pp. 132–134.

26. See “The Myth of 5,000 Ads,” http://cbi.hhcc.com/writing/the-myth-of-5000-ads/, accessed September 2016.

27. See “Does Subliminal Advertising Actually Work?” BBC, January 20, 2015, www.bbc.com/news/magazine-30878843.

28. See Erik Oster, “Jimmy Dean Moves beyond Breakfast in New Ads,” Adweek, September 8, 2014, www.adweek.com/print/159972; Andrew Adam Newman, “Jimmy Dean Goes from Breakfast Nook to Dinner Table,” New York Times, September 7, 2014, www​. nytimes.com/2014/09/08/business/media/jimmy-dean-goes-from-breakfast-nook-to-dinner-table.html?_r=1; and Felicia Greiff, “Jimmy Dean’s New Campaign Strikes Sunny Tone without Familiar Sunshine Mascot,” Advertising Age, November 2, 2015, www.adage.com/print/301159.

29. See www.yelp.com and www.yelp.com/about, accessed September 2016.

30. The following discussion draws from the work of Everett M. Rogers. See his Diffusion of Innovations, 5th ed. (New York: Free Press, 2003).

31. Based on Rogers, Diffusion of Innovation, p. 281. For more ­discussion, see http://en.wikipedia.org/wiki/Everett_Rogers, accessed September 2016.

32. See “Electric Car Use by Country,” Wikipedia, http://en.wikipedia.org/wiki/Electric_car_use_by_country, accessed September 2016; and “Plug-In Vehicle Tracker: What’s Coming, When,” www.­pluginamerica.org/vehicles, accessed September 2016.

1. See “Welcome to the Cognitive Era,” www.slideshare.net/ibm/welcome-to-the-cognitive-era, accessed September 2016; Kate Kaye, “Tangled Up in Big Blue: IBM Replaces Smarter Planet with … Bob Dylan,” Advertising Age, October 6, 2015, www.adage.com/print/300774; Jesi Hempel, “IBM’s All-Star Salesman,” Fortune, September 26, 2008, http://money.cnn.com/2008/09/23/­technology/hempel_IBM.fortune/index.htm; “Virginia Rometty’s Vision of How IBM Will Thrive,” Wall Street Journal, October 26, 2015, www.wsj.com/articles/virginia-romettys-vision-of-­how-ibm-will-thrive-1445911327; www.millwardbrown.com/brandz/top-global-brands/2015 and www.ibm.com/cognitive/outthink/, accessed September 2016.

2. See www.corninggorillaglass.com/en/home, accessed September 2016.

3. Based on information from www.cargill.com, www.cargillcocoachocolate.com/about-us/index.htm, and www.cargillcocoachocolate.com/innovation/product-development-support/index.htm, accessed September 2016.

4. See www.cargill.com, www.cargillcocoachocolate.com/about-us/index.htm, and www.cargillcocoachocolate.com/innovation/product-development-support/index.htm, accessed September 2016.

5. This classic categorization was first introduced in Patrick J. Robinson, Charles W. Faris, and Yoram Wind, Industrial Buying Behavior and Creative Marketing (Boston: Allyn & Bacon, 1967). Also see Philip Kotler and Kevin Lane Keller, Marketing Management (Hoboken, NJ: Pearson Publishing, 2016), pp. 192–193.

6. Based on information from “Six Flags Entertainment Corporation: Improving Business Efficiency with Enterprise Asset Management,” July 12, 2012, www-01.ibm.com/software/success/cssdb.nsf/CS/LWIS-8W5Q84?OpenDocument&Site=default&cty=en_us; and www-01.ibm.com/software/tivoli/products/maximo-asset-mgmt/, accessed September 2016.

7. See Frederick E. Webster Jr. and Yoram Wind, Organizational Buying Behavior (Upper Saddle River, NJ: Prentice Hall, 1972), pp. 78–80. Also see Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Hoboken, NJ: Pearson Publishing, 2016), pp. 193–197.

8. See Marco Link and John H. Fleming, “B2B Companies: Do You Know Who Your Customer Is?” Business Journal, November 11, 2014, www.gallup.com/businessjournal/179309/b2b-companies-know-customer.aspx; and Karl Schmidt, Brent Adamson, and Anna Bird, “Making the Consensus Sale,” Harvard Business Review, March 2015, pp. 107–113.

9. See Kate Maddox, “Seven B-to-B Marketing Trends That Will Shape 2015,” Advertising Age, January 13, 2015, www.adage. com/print/296518; and “USG ‘It’s Your World. Build It,’” www.pinterest.com/gyroideasshop/usg-its-your-world-build-it/, accessed September 2016.

10. Robinson, Faris, and Wind, Industrial Buying Behavior, p. 14. Also see Kotler and Keller, Marketing Management, pp. 198–204.

11. For more ads in this series, see https://www.accenture.com/id-en/advertising-index, accessed September 2016.

12. See David Moth, “Q&A: How Maersk Line Created a Brilliant B2B Social Media Strategy,” September 9, 2015, https://econsultancy.com/blog/66901-q-a-how-maersk-line-created-a-brilliant-b2b-social-media-strategy; Laurence Hebberd, “How Maersk Line Uses Social Media,” October 19, 2015, http://linkhumans.com/case-study/maersk-line; and www.maerskline.com/ar-sa/social/our-social-media, accessed September 2016.

13. Information from www.shrinershospitalsforchildren.org/Hospitals.aspx; and www.chs.net/investor-relations/annual-­reports/, accessed September 2016.

14. Thierry Goddard, “The Economics of the American Prison System,” SmartAsset, October 21, 2015, https://smartasset.com/insights/the-economics-of-the-american-prison-system; Michael Myser, “The Hard Sell,” CNN, March 15, 2007, http://money.cnn.com/magazines/business2/business2_archive/2006/12/01/8394995/; and Michelle Ye Hee Lee, “Yes, the U.S. Locks People Up at a Higher Rate than Any Other Country,” Washington Post, July 7, 2015, www.washingtonpost.com/news/fact-checker/wp/2015/07/07/yes-u-s-locks-people-up-at-a-higher-rate-than-any-other-country/.

15. See www.generalmillscf.com, accessed September 2016.

16. Niraj Chokshi, “There’s about One ‘Government Unit’ for Every 3,566 People in the U.S.,” Washington Post, September 4, 2013, www.washingtonpost.com/blogs/govbeat/wp/2013/09/04/theres-about-one-governmental-unit-for-every-3566-people-in-the-u-s/; and “State & Local Government Finances,” http://factfinder.census.gov/faces/tableservices/jsf/pages/productview.xhtml?src=bkmk, accessed September 2016.

17. Charles S. Clark, “Federal Contract Spending Fell 3.1 Percent in 2014, Study Finds,” Government Executive, June 5, 2015, www.govexec.com/contracting/2015/06/federal-contract-spending-fell-31-percent-2014-study-finds/114547/; and Wyatt Kash, “New Details Released on Proposed 2016 IT Spending,” FedScoop, February 4, 2015, http://fedscoop.com/what-top-agencies-would-spend-on-it-projects-in-2016.

18. See “GSA Organization Overview,” www.gsa.gov/portal/content/104438, accessed September 2016; “Defense Logistics Agency: Medical Supply Chain,” www.dscp.dla.mil/sbo/medical.asp, accessed September 2016; and Department of Veterans Affairs Office of Acquisition & Material Management, www.va.gov/oal/business/dbwva.asp, accessed September 2016.

1. Quotes and other information from “Strong Comparable Sales Growth in the U.S. Drives Q1 Revenues for Dunkin’ Brands,” Forbes, April 28, 2015, www.forbes.com/sites/greatspeculations/2015/04/28/strong-comparable-sales-growth-in-the-u-s-drives-q1-revenues-for-dunkin-brands/; Christine Champagne and Teressa Iezzi, “Dunkin’ Donuts and Starbucks: A Tale of Two Coffee Marketing Giants,” Fast Company, August 21, 2014, www.fastcocreate.com/3034572; Janet Adamy, “Battle Brewing: Dunkin’ Donuts Tries to Go Upscale, but Not Too Far,” Wall Street Journal, April 8, 2006, p. A1; “Dunkin’ Donuts’ Goes the Whole Nine Yards: Brand Keys Ranks Dunkin’ Donuts Number One in Coffee Customer Loyalty for Ninth Straight Year,” Dunkin’ Donuts Newsroom, February 18, 2015, http://news.dunkindonuts.com; Khushbu Shah, “Starbucks or Dunkin’ Donuts? Where America’s Coffee Loyalty Lies,” Eater, January 15, 2015, www.eater.com/2015/1/15/7551497/starbucks-dunkin-donuts-peets-coffee-spending-percent; and www.dunkindonuts.com and www.dunkinbrands.com, accessed September 2016.

2. Rebecca Cooper, “Target Aiming TargetExpress Format at Washington, D.C. Area,” Washington Business Journal, January 21, 2015, www.bizjournals.com/twincities/news/2015/01/21/target-targetexpress-washington-dc-arlington.html; and Hayley Fitzpatrick, “Target Is Quietly Opening a New Kind of Store in Cities Across America,” Business Insider, July 6, 2015, www.businessinsider.com/target-is-quietly-opening-a-new-kind-of-store-2015-7.

3. See “Macy’s—Set for Healthy Performance in 2015,” Seeking Alpha, January 21, 2015, http://seekingalpha.com/article/2836036; Cotton Timberlake, “With Stores Nationwide, Macy’s Goes Local,” Bloomberg BusinessWeek, October 4–10, 2010, pp. 21–22; Jim Tierney, “Macy’s Confident in My Macy’s, Magic Selling Customer Engagement Strategies,” Loyalty 360, August 15, 2013, http://loyalty360.org/resources/article/macys-confident-in-my-macys-magic-selling-customer-­engagement-strategies, and “Refinement of M.O.M Strategies,” http://­macysinc.com/macys/m.o.m.-strategies/default.aspx, accessed September 2016.

4. See www.dovemencare.com/, accessed September 2016.

5. Michael McCarthy, “Ad of the Day: Dick’s Sporting Goods Goes the Extra Mile in Its First Campaign for Women,” April 30, 2015, www.adweek.com/print/164418; Alana Vagianos, “‘Who Will You Be?’ Campaign Celebrates the Raw Strength of Women’s Bodies,” Huffington Post, May 8, 2015, www.huffingtonpost.com/2015/05/08/who-will-you-be-campaign-dicks-sporting-goods_n_7242320.html; and www.youtube.com/watch?v=Mf0_G1FS0l4, accessed September 2016.

6. “Inside a Department Store’s Secret Shopping Service,” Wall Street Journal, August 11, 2011, www.wsj.com/articles/SB10001424053111904140604576498733634049992; Alanna Greco, “A Day at Saks: Getting Personal with Their Personal Stylists,” Luxe Me Now, March 12, 2014, http://lmnonline.com/saks-interview/; and www.saksfifthavenue.com/Saks-Stylist, accessed September 2016.

7. Andrew McMains, “Ad of the Day: Panera Gets into Lifestyle Branding with Manifesto about Healthy Living,” Adweek, June 15, 2015, www.adweek.com/print/165330; Lisa Brown, “Panera Debuts New Ad Campaign: “Food as It Should Be,” St. Louis Post-Dispatch, June 16, 2015, www.stltoday.com/business/local/panera-debuts-new-ad-campaign-food-as-it-should-be/article_28c506b9-1a71-508d-9166-b1da12850076.html; and www.panerabread.com/en-us/our-beliefs/food-as-it-should-be-nopt.html, accessed September 2016.

8. Clare O’Connor, “The Pumpkin Spice Economy: How Starbucks Lattes Fueled a $500 Million Craze,” Forbes, November 10, 2015, www.forbes.com/sites/clareoconnor/2015/11/10/the-pumpkin-spice-economy-how-starbucks-lattes-fueled-a-500-million-craze/.

9. Based on information from www.fitbit.com, accessed September 2016.

10. See Lisa Jennings, “CKE: Advertising, Turkey Burgers Drive Sales,” Restaurant News, April 12, 2013, http://nrn.com/latest-headlines/cke-advertising-turkey-burgers-drive-sales; and “Bikini Models Play Border Wall Volleyball in New Carl’s Jr. Ad” Fox News Insider, September 30, 2015, http://insider.foxnews.com/2015/09/30/watch-models-bikinis-play-border-wall-volleyball-new-carls-jr-ad.

11. See www.patagonia.com/us/ambassadors, accessed September 2016.

12. For this and other information on the Mosaic USA system, see www.experian.com/marketing-services/consumer-segmentation.html and www.experian.com/assets/marketing-services/product-sheets/mosaic-usa.pdf, accessed September 2016.

13. See www.starbucksfs.com and http://starbucksocs.com/, accessed September 2016.

14. See Aaron Yaube, “5 Brands That Are Killing It on Spotify,” Contently, March 20, 2015, https://contently.com/strategist/2015/03/20/5-brands-that-are-killing-it-on-spotify/; G. C. Francisco, “Coca-Cola: The AHH Effect,” March 15, 2015, https://digitalcasestudies. wordpress.com/2015/03/11/coca-cola-the-ahh-effect/; and www.ahh.com and www.coca-colacompany.com/coca-cola-music/, accessed September 2015.

15. See Michael Porter, Competitive Advantage (New York: Free Press, 1985), pp. 4–8, 234–236. For a more recent discussion, see Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Hoboken, NJ: Pearson, 2016), pp. 263–264.

16. See Jack Neff, “Laundry Bounces Back by Playing Both Ends against the Middle,” Advertising Age, March 23, 2015, p. 28; Serena Ng, “New Tide Churns the Laundry Market,” Wall Street Journal, September 26, 2013, http://online.wsj.com/news/articles/SB10001424052702304526204579099390487182058; Lauren Coleman-Lochner, “Laundry Detergent Maker Want More Suds,” Bloomberg Businessweek, October 23, 2014, www.businessweek.com/articles/2014-10-23/laundry-­detergent-sales-hurt-by-water-saving-washing-machines; and www.pg.com/en_US/investors/financial_reporting/annual_­reports.shtml and www.pg.com/en_US/brands/index.shtml, accessed September 2016.

17. See Evie Nagy, “Putting Its Best Foot Forward,” Fast Company, October 2015, pp. 46–48; Adam Tschorn, “How Stance Socks Got to Be on Rihanna’s and NBA Players Feet,” Los Angeles Times, October 19, 2015, www.latimes.com/fashion/la-ig-stance-20151018-story.html; and www.stance.com and www.stance.com/about/, accessed September 2016.

18. Denise Lee Yohn, “Stitch Fix Combines High Tech and High Touch to Transform Retail,” Forbes, December 2, 2015, www.forbes.com/sites/deniselyohn/2015/12/02/stitch-fix-combines-high-tech-and-high-touch-to-transform-retail/; Sapna Maheshwari, “Stitch Fix and the New Science behind What Women Want to Wear,” BuzzFeed, September 24, 2014, www.buzzfeed.com/sapna/stitch-fix-and-the-new-science-behind-what-women-want-to-wea#.jcA81lEoW; Bridget Brennan, “The Retailer Redefining Personal Service in Ecommerce,” Forbes, December 4, 2014, www.forbes.com/sites/bridgetbrennan/2014/12/04/the-retailer-redefining-personal-service-in-ecommerce/; and www.stitchfix.com/referral/4097702 and www.stitchfix.com, accessed September 2016.

19. See Darren Dahl, “Partners in the Pursuit: Coke’s VEB Unit Teams with Entrepreneurial Firms to Find Tomorrow’s Hit Brands,” September 22, 2015, www.coca-colacompany.com/stories/partners-in-the-pursuit-cokes-veb-unit-teams-with-entreprenerial-firms-to-find-tomorrows-hit-brands/.

20. See Amy Plitt, “What It Takes to Be a High-Level Hotel Concierge,” Conde Nast Traveler, December 10, 2014, www.cntraveler.com/stories/2014-12-10/what-it-takes-to-be-a-high-level-hotel-concierge; “Renaissance Hotels Launches New Navigator Program to Help Guests Discover ‘Hidden Gems’ of Various Cities around the World,” January 8, 2013, www.adweek.com/print/146321; and http://renaissance-hotels.marriott.com/­navigators, accessed September 2016.

21. See James M. Loy, “Shopkick Achieves Tremendous Digital Customer Engagement for Major Brands,” loyalty360, September 9, 2015, http://loyalty360.org/resources/article/shopkick-achieves-tremendous-digital-customer-engagement#sthash.osPi8JQK.dpuf; and www.shopkick.com/partners and www.shopkick.com/about, accessed September 2016.

22. Hannah Elliot, “With Bespoke Details, You Can Make Your Aston Martin or Rolls-Royce as Ugly as You Want,” Bloomberg Business, February 18, 2015, www.bloomberg.com/news/articles/2015-02-18/with-bespoke-details-you-can-make-your-aston-martin-or-rolls-royce-as-ugly-as-you-want; Harvey Briggs, “For Rolls-Royce the Future Is Bespoke,” Purist, http://pursuitist.com/for-rolls-royce-the-future-is-bespoke/, accessed September 2016; and www.rolls-roycemotorcars.com/en-GB/bespoke.html, accessed September 2016.

23. Mike Shields, “Nike and AKQA Turn People’s Running Data into 100,000 Unique Videos,” Wall Street Journal, January 7, 2015, http://blogs.wsj.com/cmo/2015/01/07/nike-and-akqa-turn-peoples-running-data-into-100000-unique-videos/.

24. See Carolyn Kellogg, “McDonald’s Brings Back Happy Meals with Books,” Los Angeles Time, January 8, 2015, www.latimes.com/books/jacketcopy/la-et-jc-mcdonalds-happy-meals-with-books-20150108-story.html.

25. Lucia Moses, “Kids and Ads,” Adweek, March 18, 2014, p. 13; and Julia Greenberg, “Exposing the Murky World of Online Ads Aimed at Kids,” Wired, April 4, 2015, www.wired.com/2015/04/exposing-murky-world-online-ads-aimed-kids/.

26. See “2014 Internet Crime Report,” May 2015, www.fbi.gov/news/news_blog/2014-ic3-annual-report.

27. SUV sales data furnished by www.WardsAuto.com, accessed September 2016. Price data from www.edmunds.com, accessed September 2016.

28. See “Zappos Family Core Values,” http://about.zappos.com/our-unique-culture/zappos-core-values; and http://about.zappos.com/, accessed September 2016.

29. David Rohde, “The Anti-Walmart: The Secret Sauce of Wegmans Is People,” The Atlantic, March 23, 2012, www.theatlantic.com/business/archive/2012/03/the-anti-walmart-the-secret-sauce-of-wegmans-is-people/254994/; and www.wegmans.com, accessed September 2016.

30. See www.heartsonfire.com/Learn-About-Our-Diamonds.aspx, accessed September 2016.

31. See Bobby J. Calder and Steven J. Reagan, “Brand Design,” in Dawn Iacobucci, ed., Kellogg on Marketing (New York: John Wiley & Sons, 2001), p. 61. For more discussion, see Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Hoboken, NJ: Pearson, 2016), Chapter 10.

1. Based on information found in Jason Cipriani, “GoPro Rakes in More Profit Thanks to Surge in Overseas Demand,” Fortune, July 22, 2015, http://fortune.com/2015/07/22/gopro-profit-overseas; Parker Thomas, “GoPro Market Shares and Earnings Trends,” Market Realist, August 10, 2015, http://marketrealist.com/2015/08/gopros-market-shares-earnings-trend; Ryan Mac, “The Mad Billionaire behind GoPro: The World’s Hottest Camera Company,” Forbes, March 3, 2013, www.forbes.com/sites/­ryanmac/2013/03/04/the-mad-billionaire-behind-gopro-­the-worlds-hottest-camera-company/; Adam Levine-Weinberg, “GoPro Has an Earnings Wipeout: Why I’m Not Worried,” Motley Fool, November 2, 2015, www.fool.com/investing/general/2015/11/02/gopro-inc-has-an-earnings-wipeout-why-im-not-worri.aspx; and www.gopro.com and http://-gopro.com/about-us/, accessed September 2016.

2. See “How Online Retailers Are Creating Immersive Brand Experiences in the Real World,” Advertising Age, March 25, 2015, www.adage.com/print/297750; and www.apple.com/retail/ and www.apple.com/retail/learn/, accessed September 2016.

3. See “The B to B Best Awards 2015,” Advertising Age, January 26, 2015, p. 28; and “Childlike Imagination—What My Mom Does at GE,” www.ge.com/news/advertising, September 2016.

4. Chris Isidore, “How Nike Became King of Endorsements,” CNN Money, June 5, 2015, http://money.cnn.com/2015/06/05/news/companies/nike-endorsement-dollars/.

5. See www.neworleansonline.com and www.australia.com/campaigns/nothinglike/us/index.html, accessed September 2016.

6. For more on social marketing, see Nancy Lee and Philip Kotler, Social Marketing: Changing Behaviors for Good, 5th ed. (Thousand Oaks, CA: SAGE Publications, 2015); and www. adcouncil.org and www.i-socialmarketing.org, accessed September 2016.

7. Quotes and definitions from Philip Kotler, Marketing Insights from A to Z (Hoboken, NJ: Wiley, 2003), p. 148; and www.asq.org/glossary/q.html, accessed September 2016.

8. Michael B. Sauter, Thomas C Frohlich, and Sam Stebbins, “Customer Service Hall of Fame,” 24/7 Wall Street, July 23, 2015, http://247wallst.com/special-report/2015/07/23/customer-service-hall-of-fame-2/4/.

9. See Nathaniel Wice, “Sonos: The Best Wireless Speakers,” Barrons, January 3, 2015, http://online.barrons.com/articles/sonos-the-best-wireless-speakers-1420260626; Aaron Tilley, “Connected Speaker Market Heats Up with Super High-End Devialet Phantom,” Forbes, June 8, 2015, www.forbes.com/sites/aarontilley/2015/06/18/super-high-end-speaker-devialet-phantom-looks-to/; and www.sonos.com, accessed September 2016.

10. See Gene Weingarten, “Pearls before Breakfast,” Washington Post, April 8, 2007, www.washingtonpost.com/wp-dyn/content/­article/2007/04/04/AR2007040401721.html; Jessica Contrera, “Joshua Bell’s Metro Encore Draws a Crowd,” Washington Post, September 30, 2014, www.washingtonpost.com/lifestyle/style/joshua-bells-­­metro-encore-draws-a-crowd/2014/09/30/c28b6c50-48d5-11e4-­a046-120a8a855cca_story.html; and “Stop and Hear the Music,” www.youtube.com/watch?v=hnOPu0_YWhw, accessed September 2016.

11. See http://cutiescitrus.com/products/ and http://cutiescitrus.com/about/, accessed September 2016.

12. See “3 in 4 Grocery Purchase Decisions Being Made In-Store,” MarketingCharts, May 15, 2012, www.marketingcharts.com/direct/­3-in-4-grocery-purchase-decisions-being-made-in-store-22094; “FMI—Supermarket Facts,” www.fmi.org/research-resources/­supermarket-facts, accessed September 2016; and “Our Retail Divisions,” http://news.walmart.com/news-archive/2005/01/07/our-retail-divisions, accessed September 2016.

13. See www.tiffany.com/WorldOfTiffany/TiffanyStory/Legacy/BlueBox.aspx, accessed September 2016.

14. See Mary Mazzoni, “Amazon Continues Its Battle against ‘Wrap Rage,’” Triple Pundit, December 9, 2013, www.triplepundit.com/2013/12/amazon-continues-battle-against-wrap-rage/; and www.amazon.com/b/?&node=5521637011, accessed September 2016.

15. Nora Naughton, “Lexus Rises to No. 1 in Customer Service Satisfaction Survey,” Automotive News, August 25, 2015, www.autonews.com/article/20150825/RETAIL03/150829949/lexus-rises-to-no.-1-in-customer-satisfaction-study; Phil Nobile, “Consumer Reports’ Best and Worst Car Brands in 2015,” Consumer Reposts, December 21, 2015, www.newsday.com/classifieds/cars/consumer-reports-best-and-worst-car-brands-in-2015-include-lexus-mazda-and-toyota-1.10387053; and www.lexus-int.com/our-story/covenant.html and www.lexus-int.com/our-story/customer-care.html, accessed September 2016.

16. See Anna Rose Welch, “Lowe’s Leverages Mobile Initiatives to Improve Customer Experience,” Integrated Solutions for Retailers, November 21, 2013, www.retailsolutionsonline.com/doc/lowe-s-leverages-mobile-initiatives-to-improve-customer-­experience-0001; Greg Petro. “Lowe’s: The Home Improvement Retailer of the Future,” Forbes, April 1, 2015, www.forbes.com/sites/­gregpetro/2015/04/01/lowes-the-home-­improvement-retailer-of-the-future/; and www.lowes.com/webapp/wcs/stores/servlet/ContactUsLandingPageView, www.lowes.com/how-to-­library, and https://twitter.com/LowesCares, accessed September 2016.

17. See www.bmwgroup.com/com/en/brands/bmw.html and www.bmw.com/com/en/, accessed September 2016.

18. Information on the Colgate-Palmolive product mix is from www.colgatepalmolive.com/app/Colgate/US/CompanyHomePage.cvsp and www.colgate.com/en/us/oc/, accessed September 2016.

19. Devika Krishna Kumar, “”P&G to Sell Up to 100 Brands to Revive Sales, Cut Costs,” Reuters, August 1, 2014, www.reuters.com/​­article/2014/08/01/procter-gamble-results-idUSL4N0Q745T20140801; P&G Brand Divestitures Will Be Bigger than Original Targets,” Advertising Age, February 19, 2015, www.adage.com/print/297240; and Penny Morgan, “P&G Readies Its Divestiture of Beauty Brands to Coty,” Yahoo! Finance, September 22, 2015, http://finance.yahoo.com/news/p-g-readies-divestiture-beauty-183549480.html.

20. See CIA World FactBook, www.cia.gov/library/publications/the-world-factbook, accessed September 2016; and “List of Countries by GDP Sector Composition,” http://en.wikipedia.org/wiki/­List_of_countries_by_GDP_sector_composition, accessed September 2016.

21. Based on information from Leonard Berry and Neeli-Bendapudi, “Clueing In Customers,” Harvard Business Review, February 2003, pp. 100–106; Jeff Hansel, “Mayo Hits the Blogosphere,” McClatchy-Tribune Business News, January 22, 2009; “Mayo Clinic Model of Care,” www.mayo.edu/pmts/mc4200-mc4299/mc4270.pdf, accessed September 2016; and www.mayoclinic.org, accessed September 2016.

22. See James L. Heskett, W. Earl Sasser Jr., and Leonard A. Schlesinger, The Service Profit Chain: How Leading Companies Link Profit and Growth to Loyalty, Satisfaction, and Value (New York: Free Press, 1997); and Heskett, Sasser, and Schlesinger, The Value Profit Chain: Treat Employees Like Customers and Customers Like Employees (New York: Free Press, 2003). Also see John Marshall and Dave Mayer, “Activate a Brand Internally,” Marketing Management, Winter 2012, pp. 37–44; and The Service-Profit Chain Institute, http://serviceprofitchain.com/, accessed September 2016.

23. “Four Seasons Hotels and Resorts Named to Fortune List of the ‘100 Best Companies to Work for,’” March 2, 2015, http://press.fourseasons.com/news-releases/2015/fortune-100-best-companies-to-work-for/; and http://jobs.fourseasons.com and www.fourseasons.com/about_us/, accessed September 2016

24. See “United States: Prescription Drugs,” www.statehealthfacts.org/profileind.jsp?sub=66&rgn=1&cat=5, accessed September 2016; and “Postal Facts,” http://about.usps.com/who-we-are/postal-facts/welcome.htm, accessed September 2016.

25. See Terry Maxon, “Horrible Flight? Airlines’ Apology Experts Will Make It Up to You,” McClatchy-Tribune News Service, August 24, 2010; Katie Morell, “Lessons from Southwest Airlines’ Stellar Customer Service,” ehotelier.com, August 29, 2012, http://ehotelier.com/hospitality-news/item.php?id=23931_0_11_0M_C; and Adam Toporek, “Southwest Airlines: A Service Recovery Surprise,” B2C, April 24, 2014, www.business2community.com/customer-experience/southwest-airlines-service-recovery-­surprise-0886284#dri7dI4r5qW2ESBH.97.

26. See Martha White, “Lost Bags, at 140 Characters, and Airlines Respond,” New York Times, October 20, 2015, p. B6.

27. See “McAtlas Shrugged,” Foreign Policy, May–June 2001, pp. 26–37; and Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Upper Saddle River: Pearson Publishing, 2016), p. 316.

28. See “For Sale: Hessian, A Brand without a Product,” Fast Company, February 12, 2013, www.fastcodesign.com/1671819/for-sale-hessian-a-brand-without-a-product.

29. For more on BrandAsset Valuator, see Kotler and Keller, Marketing Management, Chapter 11; and “BrandAsset Valuator,” www.yr.com/BAV, accessed September 2016.

30. See Millward Brown Optimor, “BrandZ Top 100 Most Valuable Global Brands,” www.millwardbrown.com/BrandZ/2015/Global/2015_BrandZ_Top100_Chart.pdf, accessed September 2016. Also see “Best Global Brands,” http://interbrand.com/best-brands/best-global-brands/2015/ranking/, accessed September 2016.

31. See Scott Davis, Brand Asset Management, 2nd ed. (San Francisco: Jossey-Bass, 2002). For more on brand positioning, see Kotler and Keller, Marketing Management, Chapter 10.

32. See Jack Neff, “How Whirlpool Heated Up Sales by Warming Up ‘Cold Metal,’” Advertising Age, June 15, 2015, p. 38; “Every Day Care,” www.multivu.com/players/English/7318751-whirlpool-announced-launch-of-every-day-take-the-chore-out-of-household-responsibilities/, accessed September 2016; and www.whirlpool.com/everydaycare/, accessed September 2016.

33. See Doug Grisaffe, “Feeling the Brand Love,” Marketing News, February 2014, pp. 26–27; Simon Goodley, “Marketing Is Dead, Says Saatchi & Saatchi Boss—Long Live Lovemarks,” The Guardian, March 3, 2015, www.theguardian.com/media/2015/mar/03/advertising-is-dead-says-saatchi-saatchi-boss-long-live-lovemarks; and www.saatchi.com/the_lovemarks_company and www.lovemarks.com, accessed September 2016.

34. “Why I Love Walt Disney World,” https://ithoughtyouwereshorter.wordpress.com/2012/11/15/why-i-love-walt-disney-world/, accessed September 2016.

35. Leslie Scism, “Travelers Doesn’t Want to Share Its Umbrella Logo,” Wall Street Journal, May 25, 2015, www.wsj.com/articles/travelers-doesnt-want-to-share-its-umbrella-logo-1432598794.

36. “Best Store Brands at the Supermarket,” Consumer Reports, April 8, 2015, www.consumerreports.org/cro/news/2015/04/the-best-store-brands/index.htm.

37. See “Best Store Brands at the Supermarket”; and Lindsey Rupp and Lauren Coleman, “How Kohl’s Is Outperforming Its More Upscale Rivals,” BloombergBusiness, March 30, 2015, www.bloomberg.com/news/articles/2015-03-30/kohl-s-backs-big-name-brands-to-boost-shares-faster-than-macy-s.

38. See Bonnie S. Benwick, “Store Brands, the (Now) Welcome Option,” Washington Post, February 25, 2014, www.­washingtonpost.com/lifestyle/food/store-brands-the-now-welcome-­option/2014/02/24/be4808c6-99b0-11e3-80ac-63a8ba7f7942_story.html; Alexander Coolidge, “Kroger Using House Brands to Power Growth,” Cincinnati.com, September 20, 2014, www.cincinnati.com/story/money/2014/09/20/kroger-using-house-brands-power-growth/15955797/; Thad Rueter, “Amazon Powers Ahead to 2015,” Internet Retailer, December 31, 2014, www.internetretailer.com/2014/12/31/amazon-powers-ahead-2015; and Joe Springer, “Kroger to Introduce Premium Import Brand,” Supermarket News, September 11, 2015, http://supermarketnews.com/private-label/kroger-introduce-premium-import-brand.

39. Lauren Coleman-Lochner, “Laundry Detergent Maker Want More Suds,” Bloomberg Businessweek, October 23, 2014, www.businessweek.com/articles/2014-10-23/laundry-detergent-sales-hurt-by-water-saving-washing-machines.

40. Matthew Daneman, “Kodak Brand Is Returning to Store Shelves,” USA Today, December 26, 2014, www.usatoday.com/story/tech/2014/12/26/kodak-branding/20910231/; and www. kodak.com/ek/US/en/Our_Company/Doing_Business_with_Kodak/Brand_Licensing.htm and www.kodak.com/ek/US/en/Home_Main_new/Brand_Partnerships/All_Licensed_Products.htm, accessed September 2016.

41. “Top 150 Global Licensors,” Global License, May 2015, www.­licensemag.com/license-global/top-150-global-licensors-1.

42. Julie Jaron, “McDonald’s Wants to Speed Up with Smaller Drive-Through Menu,” Wall Street Journal, May 11, 2015, www.wsj.com/articles/mcdonalds-simplifying-menu-adjusting-prices-1431376068; and John Kell, “McDonald’s Is Working to Fix Screwups in Drive-Thru Windows,” Fortune, November 23, 2015, http://fortune.com/2015/11/23/mcdonalds-drive-thru-windows/.

43. See “Sales of the Leading 10 Tortilla Chip Brands of the United States,” Statista, www.statista.com/statistics/188233/top-­tortilla-tostada-chip-brands/, accessed September 2016; and www.fritolay.com/our-snacks/doritos.html, accessed September 2016.

44. See Edward C. Baig, “Google’s Nest to Open ‘Works with Nest’ Store for Nest-Compatible Smart Products,” USA Today, October 1, 2015, www.usatoday.com/story/tech/columnist/baig/2015/10/01/googles-nest-open-works-nest-store-nest-compatible-smart-products/73136594/; and “Your Smart Home Shouldn’t Be Dumb,” https://nest.com/works-with-nest/, accessed September 2016.

45. For interesting lists of good and bad brand extension candidates, see Christina Austin, “See the 10 Worst Brand Extensions Currently on the Market,” Business Insider, February 9, 2013, www.businessinsider.com/the-10-worst-brand-extensions-2013-2?op=1; and Brad Tuttle, “Why Some Brand Extensions Are Brilliant and Others Are Just Awkward,” Time, February 7, 2013, http://business.time.com/2013/02/07/­why-some-brand-extensions-are-brilliant-and-others-are-just-awkward/.

46. “100 Largest Global Marketers,” Advertising Age, December 6, 2015, p. 26.

47. Stephen Cole, “Value of the Brand,” CA Magazine, May 2005, pp. 39–40. Also see “The Power of Customer Service,” Fortune, December 3, 2012, www.timeincnewsgroupcustompub.com/­sections/121203_Disney.pdf; and “Customer Engagement,” http://thewaltdisneycompany.com/citizenship/community/consumer-­engagement, accessed September 2016.

1. Shara Tibken, “Samsung Says the Future Is Here. It’s Helping You Do the Laundry,” CNET, January 7, 2016, www.cnet.com/news/samsung-says-the-internet-of-things-is-already-here-and-actually-helps-with-things-you-need/; “Samsung Receives Largest Number of Awards at IDEA 2015,” August 23, 2015, http://news.samsung.com/global/samsung-receives-largest-number-of-awards-at-idea-2015; “Apple Will Edge Closer to Samsung in Smartphone Market Share in 2016, Says TrendForce,” November 19, 2015, http://press.trendforce.com/press/20151119-2179.html#rOR7UL2UdryVddwB.99; Jared Newman, “Samsung’s $100 Million Internet of Things Bet Is Even Crazier Than You Think,” Fast Company, January 28, 2015, www.fastcompany.com/3041104/app-economy/samsungs-100-million-internet-of-things-bet-is-even-crazier-than-you-think; “Samsung Introduces SleepSense, a Tracker for Better, Smarter Sleep,” CNET, September 3, 2015, www.cnet.com/products/samsung-sleepsense/; and www.samsung.com, accessed September 2016.

2. “Apple Q4 2015 Financial Results,” October 28, 2015, www​. macworld.co.uk/news/apple/apple-q4-2015-financial-results​-how-many-iphones-ipads-watches-macs-sold-revenue-​results-3581769/; and “Share of Apple’s Revenue from iPhone Sales Worldwide from 1st Quarter 2009 to 4th Quarter 2015,” Statista, www.statista.com/statistics/253649/, accessed June 2016.

3. David Meer, Edward C. Landry, and Samrat Sharma, “Creating What Consumers Want,” Forbes, January 26, 2015, www.forbes.com/sites/strategyand/2015/01/26/creating-what-consumers-want/.

4. See Michael Martinez, “Ford Opens Silicon Valley Innovation Center,” The Detroit News, January 22, 2015, www.detroitnews.com/story/business/autos/ford/2015/01/22/ford-silicon-valley/22165837/; and “Chick-fil-A Innovation,” Matchistic, http://matchstic.com/work/case-studies/chick-fil-a-innovation, accessed September 2016.

5. “The Ultimate Employee Collaboration Platform,” www.att.com/Common/about_us/pdf/innovation_pipeline_092013.pdf, accessed September 2016.

6. See Jacob Morgan, “Five Uncommon Internal Innovation Examples,” Forbes, April 15, 2015, www.forbes.com/sites/jacobmorgan/2015/04/08/five-uncommon-internal-innovation-examples/#477ce91c378b2ea63cd0378b; Kevin Scott, “The LinkedIn [in]cubator,” December 7, 2012, http://blog.linkedin.com/2012/12/07/linkedin-incubator/; and www.linkedin.com/static?key=what_is_linkedin, accessed September 2016.

7. See Jonathan Ringen, “How LEGO Became the Apple of Toys,” Fast Company, January 8, 2015, www.fastcompany.com/3040223/when-it-clicks-it-clicks; and https://ideas.lego.com, accessed September 2016.

8. See Jeff Beer, “Why Under Armour’s Future Show Is Key to Its Brand Innovation Strategy,” Fast Company, October 14, 2015, www.fastcocreate.com/3052298/why-under-armours-future-show​-is-key-to-its-brand-innovation-strategy#13; Bruce Horovitz, “Under Armour Seeks Ideas for Its Next Big Thing,” USA Today, October 20, 2013; and www.underarmour.com/en-us/future-show, accessed September 2016.

9. Guido Jouret, “Inside Cisco’s Search for the Next Big Idea,” Harvard Business Review, September 2009, pp. 43–45; Geoff Livingston, “Real Challenges to Crowdsourcing for Social Good,” Mashable, October 12, 2010, http://mashable.com/2010/10/12/social-good-crowdsourcing; and “Creating Business Opportunities to the Tune of $1 Billion Plus,” Brightidea, www.brightidea.com/Brightidea-Case-Studies-Cisco.bix, accessed September 2016.

10. See George S. Day, “Is It Real? Can We Win? Is It Worth Doing?” Harvard Business Review, December 2007, pp. 110–120.

11. This example is based on Tesla Motors and information obtained from www.teslamotors.com, accessed September 2016; “The Future of EV,” www.chevrolet.com/culture/article/bolt-ev-concept​-car.html, accessed September 2016; and “Electric Car,” Wikipedia, http://en.wikipedia.org/wiki/Electric_car, accessed September 2016.

12. See www.carharttgroundbreakers.com and www.carhartt.com​/GroundBreakersSignUpView?storeId=10201&langId=-1&​catalogId=10551, accessed September 2016.

13. See Maureen Morrison, “Marketer of the Year: Taco Bell,” Advertising Age, September 2, 2013, pp. 15–16; Susan Berfield, “Baristas, Patrons Steaming over Starbucks VIA,” Bloomberg BusinessWeek, November 13, 2009; and Tamara Walsh, “Starbucks Makes a Big Bet on New Product Mix in 2014,” The Motley Fool, January 8, 2014, www.fool.com/investing/general/2014/01/08/starbucks-makes-a-big-bet-on-new-product-mix-in-20.aspx.

14. Austin Carr, “Starbucks Leap of Faith,” Fast Company, June 2013, pp. 46–48; and “Starbucks’ Mobile Transactions Top 8 Million Weekly,” PYMNTS.COM, April 24, 2015, www.pymnts.com/news/2015/starbucks-mobile-transactions-top-8-million-weekly/.

15. See Jack Neff, “P&G Reinvents Laundry with $150 Million Tide Pods Launch,” Advertising Age, April 26, 2011, www.adage.com/print/227208/; Sheila Shayon, “Microsoft Unleashes Global Marketing Blitz for Windows 8, New Devices,” BrandChannel, October 25, 2012, www.brandchannel.com/home/post/2012/10/25/Microsoft-Global-Windows-8-Launch-102512.aspx; and Erik Sherman, “Apple Watch $38B Ad Spend a Drop in the Bucket,” CBS Money Watch, April 10, 2015, www.cbsnews.com/news/apple-watch-38m-ad-spend-a-drop-in-the-bucket/.

16. “iPhone 6 & iPhone 6 Plus Arrive in 36 More Countries and Territories This Month,” Apple press information, October 13, 2014, www.apple.com/pr/library/2014/10/13iPhone-6-iPhone-6-Plus-Arrive-in-36-More-Countries-and-Territories-This-Month.html.

17. See Gary P. Pisano, “You Need an Innovation Strategy,” Harvard Business Review, June 2015, pp. 44–54; Robert G. Cooper, “Formula for Success,” Marketing Management, March–April 2006, pp. 19–23; Christoph Fuchs and Martin Schreier, “Customer Empowerment in New Product Development,” Product Innovation Management, January 2011, pp. 17–32; and Robert Safien, “The Lessons of Innovation,” Fast Company, March 2012, p. 18.

18. See Brad Power and Steve Stanton, “How IBM, Intuit, and Rich Products Became More Customer-Centric,” Harvard Business Review, June 17, 2015, https://hbr.org/2015/06/how-ibm-intuit-and-rich-products-became-more-customer-centric; Chris O’Brien, “How Intuit Became a Pioneer of ‘Delight,’” Los Angeles Times, May 10, 2013; Brad Smith, “Intuit’s CEO on Building a Design-Driven Company,” Harvard Business Review, January–February 2015, pp. 35–38; and http://investors.intuit.com/financial-information/annual-reports/default.aspx and www.intuitlabs.com/about/, accessed September 2016.

19. This definition is based on one found in Bryan Lilly and Tammy R. Nelson, “Fads: Segmenting the Fad-Buyer Market,” Journal of Consumer Marketing, Vol. 20, No. 3, 2003, pp. 252–265.

20. See Katya Kazakina and Robert Johnson, “A Fad’s Father Seeks a Sequel,” New York Times, May 30, 2004, www.nytimes.com; John Schwartz, “The Joy of Silly,” New York Times, January 20, 2008, p. 5; “Drew Guarini, “11 Surprising Product Fads,” Huffington Post, August 8, 2012, www.huffingtonpost.com/2012/08/22/product-fads_n_1819710.html#slide=1410262; and www.crazyfads.com, accessed September 2016.

21. Based on information from Stuart Elliott, “3M Says, ‘Go Ahead, Make Something of It,’” New York Times, January 28, 2013, www.nytimes.com/2013/01/28/business/mutfund/3m-says-­go-ahead-make-something-of-it.html?pagewanted=2&tntemail0=y&_r=3&emc=tnt; and “Post-it Brand. Go Ahead,” www.youtube.com/watch?v=j_zUZb4EJTk, accessed September 2016.

22. See www.crayola.com/fashionshow/, accessed September 2016.

23. Tanzina Vega, “Quaker Oats Prepares to Court Younger, More Diverse Moms,” New York Times, December 21, 2012, p. B3; E. J. Schultz, “The Quaker Man Is Growing a Milk Mustache,” Advertising Age, September 8, 2014, www.adage.com/print/​294857; and www.quakerup.com and www.quakeroats.com, accessed September 2016.

24. See P&G Brand Divestitures Will Be Bigger than Original Targets,” Advertising Age, February 19, 2015, www.adage.com​/print/297240; and Penny Morgan, “P&G Readies Its Divestiture of Beauty Brands to Coty,” Yahoo! Finance, September 22, 2015, http://finance.yahoo.com/news/p-g-readies-divestiture-beauty-183549480.html.

25. For a more comprehensive discussion of marketing strategies over the course of the PLC, see Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Hoboken, NJ: Pearson Education, 2016), pp. 358.

26. Jaclyn Trop, “Toyota Will Pay $1.6 Billion over Faulty Accelerator Suit,” New York Times, September 20, 2013, p. 3B; Mike Spector and Sara Randazzo, “GM Ignition-Switch Suit Is Dismissed,” Wall Street Journal, January 22, 2016, www.wsj.com/articles​/gm​-ignition-switch-suit-dismissed-1453473564.

27. Information on McDonald’s menus and operations found in Lucy Fancourt, Bredesen Lewis, and Nicholas Majka, “Born in the USA, Made in France: How McDonald’s Succeeds in the Land of Michelin Stars,” Knowledge@Wharton, January 3, 2012, http://knowledge. wharton.upenn.edu/article.cfm?articleid=2906; Richard Vines and Caroline Connan, “McDonald’s Wins Over French Chef with McBaguette Sandwich,” Bloomberg, January 15, 2013, www​.bloomberg.com/news/2013-01-15/mcdonald-s-wins-over-french​-chef-with-mcbaguette-sandwich.html; Rob Wile, “The True Story of How McDonald’s Conquered France,” Business Insider, August 22, 2014, www.businessinsider.com/how-mcdonalds-conquered-france-2014-8; and “McDonald’s Food You Can’t Get Here,” Chicago Tribune, www.chicagotribune.com/business/ct-biz-mcdonalds-​food-around-the-world,0,5168632.photogallery, accessed September 2016.

28. Information from www.db.com, accessed September 2016.

29. See “Global Powers of Retailing 2016,” www2.deloitte.com/­content/dam/Deloitte/global/Documents/Consumer-Business/gx-cb-global-powers-of-retailing-2016.pdf; “Walmart Corporate International,” http://​corporate.walmart.com/our-story/locations, accessed September 2016; and information from www.walmart.com and www.carrefour​.com, accessed September 2016.

1. Based on information from Kevin Kelleher, “Why Amazon Is Dominating Walmart Now,” Time, September 18, 2015, http://time​.com/4040160/amazon-walmart/; Spencer Soper, “Amazon Is Capturing Bigger Slice of U.S. Online Holiday Spending,” BloombergBusiness, December 16, 2015, www.­bloomberg.com/news/​articles/2015-12-16/amazon-is-capturing-bigger-slice-of-u-s-online-holiday-spending; Tom Gara, “When Elephants Fight: The Great Wal-Mart-Amazon War of 2013,” Wall Street Journal, March 28, 2013, http://blogs.wsj.com/corporate-intelligence/2013/03/28/when-elephants-fight-the-great-wal-mart-amazon-war-of-2013; Sally Banjo, Suzanne Kapner, and Paul Ziobro, “Can Wal-Mart Clerks Ship as Fast as Amazon Robots?,” Wall Street Journal, December 18, 2014, www.wsj.com/articles/can-wal-mart-clerks-ship-as-fast-​as-amazon-robots-1418930087; Brad Tuttle, “How Walmart Beat Amazon on Prime Day,” Money, July 16, 2015, http://time.com/​money/3961161/prime-day-amazon-walmart-review/; “U.S. E-Commerce Sales as Percent of Retail Sales,” https://ycharts.com/indicators/​ecommerce_sales_as_percent_retail_sales, accessed February 2016; and www.walmart.com and www.­amazon.com, accessed September 2016.

2. For more on the importance of sound pricing strategy, see Thomas T. Nagle, John Hogan, and Joseph Zale, The Strategy and Tactics of Pricing: A Guide to Growing More Profitably, 5th ed. (Upper Saddle River, NJ: Prentice Hall, 2011), Chapter 1.

3. See Megan Willett, “How Swiss Watchmaker Patek Philippe Handcrafts Its Famous $500,000 Watches,” Business Insider, July 12, 2013, www.businessinsider.com/how-a-patek-philippe-watch​-is-made-2013-7; Stacy Perman, “Patek Philippe Crafts Its Future,” Fortune, June 16, 2014, pp. 37–44; and www.patek.com/contents​/default/en/values.html, accessed September 2016.

4. See Michael Johnsen, “Walmart Prepares to Expand Price First Launch,” Retailing Today, August 21, 2014, www.retailingtoday​.​ com/article/walmart-prepares-expand-price-first-nationwide; and www.​walmart.com/c/brand/price-first and www.mbusa.com​/mercedes/​vehicles/class/class-CLA/bodystyle-CPE, accessed September 2016.

5. See www.bose.com, accessed September 2016.

6. Accumulated production is drawn on a semilog scale so that equal distances represent the same percentage increase in output.

7. The arithmetic of markups and margins is discussed in Appendix 2, Marketing by the Numbers.

8. See Beth Kowitt, “Why Trader Joe’s Needs to Stop Being So Secretive,” Fortune, December 8, 2015, http://fortune.com/2015/12/​08/trader-joes-milanos/; and www.traderjoes.com/our-story and www.traderjoes.com, accessed September 2016.

9. See www.sleepnumber.com and www.sleepnumber.com/jdpower-​service-award?cm_re=Learn-_-JD-Power-_-Service-Award, accessed September 2016.

10. See Joseph Weber, “Over a Buck for Dinner? Outrageous,” BusinessWeek, March 9, 2009, p. 57; Tom Mulier and Matthew Boyle, “Dollar Dinners from ConAgra’s Threatened by Costs,” Bloomberg Businessweek, August 19, 2010, www.businessweek​.​com; and Jessica Wohl, “ConAgra’s Banquet Raises Prices, Brings Back Commercials,” Advertising Age, December 9, 2015, www​.​adage.com/print/301684.

1. Shira Ovide and Daisuke Wakabayashi, “Apple’s Share of Smartphone Industry’s Profits Soars to 92%,” Wall Street Journal (Online), July 12, 2015, www.wsj.com/articles/apples-share-of-​smartphone-industrys-profits-soars-to-92-1436727458; Lance Whitney, “Thanks to Apple Watch, Smartwatch Sales Could Hit $11.5 Billion This Year,” CNet, February 2, 2016, www.cnet.com/news/thanks-to-apple-watch-smartwatch-sales-could-hit-11-5-billion-this-year/; Harry McCracken, “Xiaomi vs. Apple,” Fast Company, September, 2015, p. 74; Eva Dou, “Xiaomi Ends 2015 as China’s Smartphone King,” February 1, 2016, http://blogs.wsj.com/digits/2016/02/01/xiaomi-ends-2015-as-chinas-smartphone-king/; Charles Arthur, “Xiaomi, Vivo, and Oppo: The Challengers Leading China’s Charge against Apple,” The Guardian, January 30, 2016, www.theguardian.com/­technology/2016/jan/30/apple-xiaomi-­vivo-oppo-challengers-leading-charge-china; and http://fortune​.com/fortune500/ and http://investor.apple.com/financials.cfm, accessed October 2016.

2. Ashlee Vance, “Smartphone Margins,” Bloomberg Businessweek, October 12–18, 2015, pp. 33–34; and Jamal Carnette, “Who Is the World’s Fastest-Growing Smartphone Vendor? (Hint: It’s Not Apple or Samsung),” The Motley Fool, February 1, 2016, www.fool.com/investing/general/2016/02/01/who-is-the-worlds-fastest-growing-smartphone-vendo.aspx.

3. See David Sax, “Hang $99.99,” Bloomberg Businessweek, November 2–8, 2015, pp. 43–44; and www.wavestormboards.com/about-us/, accessed October 2016.

4. Karis Hustad, “Kindle Fire HDX Keeps Amazon’s Low Price, Adds Extra Features,” Christian Science Monitor, September 26, 2013, www.csmonitor.com/Innovation/2013/0926/Kindle-Fire-HDX-keeps-Amazon-s-low-price-adds-extra-features; and David Gilbert, “Fire Tablet vs. iPad: Why Amazon’s $50 Tablet Is Betting Content Is King,” IBT, September 17, 2015, www.ibtimes.com/fire-tablet-vs-ipad-why-amazons-50-tablet-betting-content-king-2102347.

5. See information found at http://investor.keuriggreenmountain.com/annuals-proxies.cfm, accessed October 2016.

6. See Kathleen Elkins, “Using K-Cups Costs up to 5 Times More Than Getting Coffee from a Pot,” Business Insider, March 13, 2015, www.businessinsider.com/keurig-cups-are-expensive-2015-3.

7. See Bill Campbell, “Cheese to the Rescue: Surprising Spray Melts Road Ice,” NPR, January 21, 2014, www.npr.org/blogs/­thetwo-way/2014/01/21/264562529/cheese-to-the-rescue-surprising-spray-melts-road-ice; “Four Foods That Help Prevent Slippery Roads,” AccuWeater.com, January 22, 2015, www.­accuweather.com/en/weather-news/beet-cheese-and-potatoes-roads/22447484; and “Laval to Use Beets to Keep Roads Clear This Winter,” CBC News, December 2, 2015, www.cbc.ca/news/canada/montreal/laval-beets-clear-snow-ice-1.3346675.

8. See Danielle Paquette, “Why You Should Always Buy the Men’s Version of Almost Anything,” Washington Post, December 22, 2015, www.washingtonpost.com/news/wonk/wp/2015/12/22/women-really​-do-pay-more-for-razors-and-almost-everything-else/; and Rafi Mohammed, “You Can Charge Women More, but Should You?” Harvard Business Review, January 29, 2016, https://hbr.org/2016/01/you-can-charge-women-more-but-should-you?cm_sp=Article-_-Links-_-Comment.

9. For this and other examples and explanations, see Peter Coy, “Why the Price Is Rarely Right,” Bloomberg Businessweek, February 1 & 8, 2010, pp. 77–78; and Utpal Dholakia, “What Shoppers Should Know about Reference Prices,” Psychology Today, September 8, 2015, www.psychologytoday.com/​blog/​the-science-behind-behavior/201509/what-shoppers-should-know-about-reference-prices.

10. See Anthony Allred, E. K. Valentin, and Goutam Chakraborty, “Pricing Risky Services: Preference and Quality Considerations,” Journal of Product and Brand Management, Vol. 19, No. 1, 2010, p. 54; Kenneth C. Manning and David E. Sprott, “Price Endings, Left-Digit Effects, and Choice,” Journal of Consumer Research, August 2009, pp. 328–336; Travis Nichols, “A Penny Saved: Psychological Pricing,” Gumroad, October 18, 2013, http://blog.gumroad.com/post/64417917582/a-penny-saved-­psychological-pricing; and Bouree Lam, “The Psychological Difference between $12.00 and $11.67,” The Atlantic, January 30, 2015, www.­theatlantic.com/business/archive/2015/01/the​-psychological-​difference-between-1200-and-1167/384993/.

11. Trefis Team, “Bed Bath & Beyond Falls on Sales Miss, but Profit Decline Is a Bigger Problem,” Forbes, January 9, 2015, www.forbes.​com/sites/greatspeculations/2015/01/09/bed-bath-beyond-falls-​on-sales-miss-but-profit-decline-is-a-bigger-problem/; and Sarah Halzack, “The Trouble with Those 20 Percent Off Coupons from Bed Bath & Beyond,” Washington Post, September 30, 2015, www.​washingtonpost.com/news/business/wp/2015/09/30/the-​trouble-​with-those-20-percent-off-coupons-from-bed-bath​-beyond/.

12. See Justin D. Martin, “Dynamic Pricing: Internet Retailers Are Treating Us Like Foreign Tourists in Egypt,” Christian Science Monitor, January 7, 2011; and Mike Southon, “Time to Ensure the Price Is Right,” Financial Times, January 21, 2012, p. 30.

13. Jack Nicas, “Now Prices Can Change from Minute to Minute,” Wall Street Journal, December 14, 2015, www.wsj.com/articles/now-prices-can-change-from-minute-to-minute-1450057990.

14. See Natalie Zmuda, “Best Buy Tries to Co-Opt ‘Showrooming’ This Holiday Season,” Advertising Age, October 29, 2013, http://adage.com/print/244993/; and “How Best Buy Beat the Infamous Showrooming Effect,” The Motley Fool, September 8, 2015, www.fool.com/investing/general/2015/09/08/how-best-buy-beat-the-infamous-show-rooming-effect.aspx.

15. Liza Lin, “Shhh…Luxury Goods Are Discounted in China,” Bloomberg Businessweek, August 21, 2014, pp. 28–29.

16. Scheherazade Daneshkhu, “Emerging Market Woes Ease for Unilever but Deepen for Diageo,” FT.com, April 16, 2015, www.ft.com/cms/s/0/e24dd624-e450-11e4-a4de-00144feab7de.html#axzz3vikZH9hh.

17. “Xiaomi Ends 2015 as China’s Smartphone King,” Wall Street Journal, February 1, 2016, http://blogs.wsj.com/digits/2016/02/01/xiaomi-ends-2015-as-chinas-smartphone-king/; and Charles Arthur, “Xiaomi, Vivo, and Oppo: The Challengers Leading China’s Charge against Apple,” The Guardian, January 30, 2016, www.theguardian.com/technology/2016/jan/30/­apple-xiaomi-vivo-oppo-challengers-leading-charge-china.

18. See Serena Ng, “Toilet-Tissue ‘Desheeting’ Shrinks Rolls, Plumps Margins,” Wall Street Journal, July 24, 2013, http://online.wsj.com/news/articles/SB10001424127887323971204578626223494483866; Serena Ng, “At P&G, New Tide Comes In, Old Price Goes Up,” Wall Street Journal, February 10, 2014, http://online.wsj.com/news/articles/SB10001424052702304450904579368852980301572; and Conor Pope, “Shrinkflation: When Products Get Smaller but the Prices Don’t,” The Irish Times, April 27, 2015, www.irishtimes.com/news/consumer/shrinkflation-when-products-get-smaller-but-the-prices-don-t-1.2187869.

19. For discussions of these issues, see Dhruv Grewal and Larry D. Compeau, “Pricing and Public Policy: A Research Agenda and Overview of the Special Issue,” Journal of Public Policy and Marketing, Spring 1999, pp. 3–10; Walter L. Baker, Michael V. Marn, and Craig C. Zawada, The Price Advantage (Hoboken, NJ: John Wiley & Sons, 2010), Appendix 2; and Thomas T. Nagle, John Hogan, and Joseph Zale, The Strategy and Tactics of Pricing: A Guide to Growing More Profitably, 5th ed. (Upper Saddle River, NJ: Prentice Hall, 2011).

20. See Joe Rossignol, “Apple Loses Appeal in E-books Price Fixing Lawsuit, Ordered to Pay $450 Million Fine,” MacRumors, June 30, 2015, www.macrumors.com/2015/06/30/apple-ebooks-appeal-rejected-450m-fine; “Airlines Accused of Price-Fixing Conspiracy in Dallas Class-Action Lawsuit,” PRNewswire, July 8, 2015, www.prnewswire.com/news-releases/airlines-accused-of-price​-fixing-conspiracy-in-dallas-class-action-lawsuit-300110405.html.

21. Roger Lowenstein, “Why Amazon Monopoly Accusations Deserve a Closer Look,” Fortune, July 23, 2015, http://fortune.com/2015/07/23/why-amazon-monopoly-accusations-deserve-a-closer-look/.

22. Jonathan Stempel, “Michael Kors Settles U.S. Lawsuit Alleging Deceptive Price Tags,” Reuters, June 12, 2015, www.reuters.com/article/us-michaelkors-settlement-idUSKBN0OS2AU20150612.

23. “FTC Guides against Deceptive Pricing,” www.ecfr.gov/cgi-bin/text-idx?c=ecfr&sid=dfafb89837c306cf5b010b5bde15f041&rgn=div5&view=text&node=16:1.0.1.2.16&idno=16, accessed October 2016.

1. Eric Newcomer and Ellen Huet, “Battling Lyft for Market Share, Uber Again Turns to Discounting,” Skift, January 22, 2016, http://skift.com/2016/01/22/battling-lyft-for-market-share-uber-again-turns-to-discounting/; Alan Murray, “Uber-nomics,” Fortune, January, 2015, p. 6; Jim Edwards, “Uber Has Changed My Life and as God Is My Witness I Will Never Take a Taxi Again,” Business Insider, January 22, 2014, www.businessinsider.com/uber-has-changed-my-life-and-as-god-is-my-witness-i-will-­never-take-a-taxi-again-where-available-2014-1#ixzz3TYF7ZY29; Brad Stone, “Invasion of the Taxi Snatchers: Uber Leads an Industry’s Disruption,” Businessweek, February 20, 2014, pp. 38–42; Tracey Lien, “Lyft Defies Predictions by Continuing to Grow as a Rival to Uber,” Los Angeles Times, January 5, 2016, www.­latimes.com/business/technology/­la-fi-0105-lyft-growth-20160105-story.html; Jon Russell, “Uber Makes First Big Expansion in China as It Aims to Reach 100 Cities in 2016,” Techcrunch, January 18, 2016, http://techcrunch.com/2016/01/18/uber-sichuan-expansion/; and www.uber.com/our-story, accessed October 2016.

2. See Bryan Gruley and Leslie Patton, “McRevolt: The Frustrating Life of the McDonald’s Franchisee: Not Lovin’ It,” Bloomberg Business, September 16, 2015, www.bloomberg.com/features/2015-­mcdonalds-franchises/; “Is McDonald’s Broken? Franchisees Are Furious,” Yahoo! Finance, April 15, 2015, http://finance.yahoo.com/news/mcdonalds-broken-franchisees-­furious-133644537.html; and Paul R. La Monica, “McDonald’s: A Great American McComeback?” CNN Money, January 22, 2016, http://money.cnn.com/2016/01/22/investing/mcdonalds-earnings-comeback/.

3. See “The Kroger Co. Fact Book,” http://ir.kroger.com/CorporateProfile.aspx?iid=4004136, accessed October 2016.

4. See “Is Competition in the Eyewear Segment Preying Over Luxottica’s Bottom Line?” GuruFocus, February 24, 2015, www.­gurufocus.com/news/318329; and www.luxottica.com and ­luxottica.com/en/company/quick_view, October 2016.

5. “Franchise Business Economic Outlook for 2016,” January 2016, http://emarket.franchise.org/FranchiseOutlookJan2016.pdf.

6. See “Two Men and a Truck Wraps Up Successful 2014, Fuels Future Expansion in 2015,” January 29, 2015, www.­twomenandatruck.com/details.aspx?p=1EC0C69A41A54054&ppid=59896&naid=​C0CACB36C71828B8; and www.twomenandatruck.com/history-of-two-men-and-a-truck, accessed October 2016.

7. See Eric Platt, “22 Companies That Are Addicted to Walmart,” June 13, 2012, Business Insider, www.businessinsider.com/22-companies-who-are-completely-addicted-to-walmart-2012-6#; Dan Mitchell, “Say Goodbye to Your Supermarket,” Fortune, March 14, 2014, http://fortune.com/2014/03/14/say-goodbye-to-your-supermarket/; and “Clorox CEO Shares Roadmap for Growth with Shareholders,” Bizjournals.com, November 18, 2015, www.​bizjournals.com/sanfrancisco/blog/2015/11/clorox-ceo-growth-clx-walmart-amazon-wmt-amzn-tgt.html.

8. See www.staralliance.com, www.oneworld.com, and www.skyteam.​com, accessed October 2016.

9. See Joan E. Solsman, “Streaming Music Drowns Out CD Sales in US for the First Time,” Cnet, March 19, 2015, www.cnet.com/news/streaming-music-drowns-out-us-cd-sales-for​-the-first-time/; John Paul Titlow, “5 Ways Streaming Music Will Change in 2016,” Fast Company, December 30, 2015, www.fastcompany.com/3054776/5-ways-streaming-music-will​-change-in-2016; and Kimberly Kurimski, “Best Streaming Service,” WeRockYourWeb, January 13, 2016, www.werockyourweb.com/spotify-vs-rhapsody-vs-pandora-vs-google-music-vs-rdio-vs-mog/.

10. Todd Bishop, “Nook Holiday Sales Plunge Another 25% to $41M as Barnes & Noble Falls Further Behind Amazon Kindle,” GeekWire, January 7, 2016, www.geekwire.com/2016/nook-holiday-sales-fall-another-25-to-41-million-as-barnes-nobles-e-reader-business-keeps-slipping/.

11. Lawrence Frost, “Volvo to Launch Online Car Sales in Marketing Shift,” Reuters, December 15, 2014, www.reuters.com/article​/2014/12/15/us-volvo-internet-idUSKBN0JT0D020141215; and Diana Kuryiko, “Volvo Dealers Are Hungry for the Redesigned XC90,” Automotive News, January 25, 2015, www.autonews.com/article/20150123/RETAIL06/301249995/volvo-dealers-are-hungry-for-the-redesigned-xc90.

12. Brad Tuttle, “America’s Most Popular Supermarket Is Also Its Least Loved,” Money, April 2, 2015, http://time.com/money/3769044/walmart-lowest-rated-groceries/.

13. See Colleen Kelleher, “Wegmans Top-Ranked Grocery in Consumer Reports,” WTOP, April 2, 2015, http://wtop.com/food/2015/04/wegmans-top-ranked-consumer-reports-survey/; Ashley Lutz, “17 Reasons Why Wegmans Is America’s Best Grocery Store,” Business Insider, April 2, 2014, www.businessinsider.com/wegmans​-grocery-is-americas-best-2014-4; “The 100 Best Companies to Work For,” Fortune, March 15, 2016, pp. 143+; and “Wegmans,” Yelp, www.yelp.com/biz/wegmans-fairfax, accessed October 2016.

14. See http://new.pamperedchef.com/company-facts and www.­stelladot.com/trunkshow, accessed October 2016.

15. See Steven Butler, “Walmart China: Hitting Headwinds,” CNNMoney, January 22, 2015, http://money.cnn.com/2015/01/22/news/economy/ozy-china-walmart/; and Greg Knowler, “China Logistics Reaps Rewards of Rising Trade, Domestic Consumption,” Journal of Commerce, July 2, 2015, www.joc.com/international-logistics/china-logistics-reaps-rewards-rising-trade-domestic-​­consumption-barclays-says_20150702.html.

16. Based on information from Julie Jargon, “Asia Delivers for McDonald’s,” Wall Street Journal, December 13, 2011, http://­online.wsj.com/article/SB10001424052970204397704577074982151549316.html; “Feel Like a Burger? Dial M for McDonald’s Japan,” Asia Pulse, January 23, 2012; and McDonald’s annual reports, www.aboutmcdonalds.com/mcd/investors/annual_­reports. html, accessed October 2016.

17. See Phil Wahba, “The Change Agent Inside CVS,” Fortune, September 11, 2015, http://fortune.com/2015/09/11/cvs-health-helena-foulkes/; and Hope Nguyen, “Why We Didn’t Quit CVS When CVS Quit Tobacco,” NetBase, February 2016, http://info.cvscaremark.com/cvs-insights/cvs-quits.

18. See Marcus Williams, “Cutting Logistics Costs Key to GM Profit Targets,” Automotive Logistics, October 2014, http://​automotivelogistics​.media/news/cutting-logistics-costs-key-to-gm-profit-targets; and Rosalyn Wilson, “26th Annual State of Logistics Report: Freight Moves the Economy,” July 1, 2015, www.logisticsmgmt.com/article/26th_annual_state_of_logistics_freight_moves_the_economy.

19. Andy Brack, “Piggly Wiggly Center Offers Info-Packed Field Trip,” Charleston Currents, January 4, 2010, www.charlestoncurrents.com/issue/10_issues/10.0104.htm; and information from http://en.wikipedia.org/wiki/Piggly_wiggly and http://­corporate.walmart.com/_news_/news-archive/2005/01/07/our-retail-­divisions, accessed October 2016.

20. Ian Lifshitz, “Sustainable Supply Chains and Bottom Lines—The Two Are No Longer Mutually Exclusive,” Supply Demand Chain Executive, January 4, 2016, www.sdcexec.com/article/12154417/sustainable-supply-chains-and-bottom-lines-the-two-are-no-­longer-mutually-exclusive.

21. Jessica Stillman, “Green Cred: Sustainability a Cost-Cutting Move for Suppliers,” Forbes, December 11, 2012, www.forbes.com/sites/ups/2012/12/11/green-cred-sustainability-a-cost-cutting-move-for-suppliers/; and www.apparelcoalition.org/higgindex/, www.nikeresponsibility.com/, and www.nikeresponsibility.com/report/content/chapter/manufacturing, accessed October 2016.

22. Katherine Scott, “Amazon Expects to Shatter Its Own Cyber Monday Sales Record,” November 30, 2015, http://6abc.com/shopping/amazon-expects-to-shatter-cyber-monday-records/1103662/; and “Working at Amazon,” www.amazon.com/gp/help/­customer/​display.html?nodeId=200787540&view-type=stand-alone, ­accessed January 2016.

23. See Donna Tam, “Meet Amazon’s Busiest Employee—the Kiva Robot,” CNET, November 30, 2014, www.cnet.com/news/meet​-amazons-busiest-employee-the-kiva-robot/; Eugene Kim, “Amazon Is Now Using a Whole Lot More of the Robots from the Company It Bought for $775 Million,” Business Insider, October 22, 2015, www.businessinsider.com/amazon-doubled-the-number-of​-kiva​-robots-2015-10; and www.​amazonrobotics.com, accessed October 2016.

24. Bureau of Transportation Statistics, “Pocket Guide to Transportation 2016,” January 2016, http://www.rita.dot.gov/bts/sites/rita.dot.gov.bts/files/publications/pocket_guide_to_transportation/2016.

25. See Walmart’s supplier requirements at http://corporate.walmart.com/suppliers, accessed October 2016.

26. www.oracle.com/webfolder/assets/infographics/value-chain/index.html, accessed October 2016.

27. For this and other UPS examples and information, see “Toshiba Laptop Repair,” accessed at http://pressroom.ups.com/Video/Toshiba+Laptop+Repair, May 2013; and www.thenewlogistics.com and www.ups.com/content/us/en/about/facts/worldwide.html, accessed October 2016.

28. “3PL Customers Report Identifies Service Trends, 3PL Market Segment Sizes and Growth Rates,” Armstrong & Associates, Inc., July 11, 2013, www.3plogistics.com/PR_3PL_Customers-2013.htm. Also see Robert C. Lieb, “25 Years of Third-Party Logistics Research & Studies,” Supply Chain 247, December 31, 2014, http://www​.supplychain247.com/article/25_years_of_third-party_logistics_research.

29. See John Langley Jr., “2016 Third-Party Logistics Study: The State of Logistics Outsourcing,” Capgemini Consulting, www.kornferry.com/media/sidebar_downloads/2016_3PL_Study.pdf, accessed October 2016.

1. Based on information from “Fortune Global 500,” Fortune, http://fortune.com/global500/, accessed July 2016; Bryan O’Keefe, “The Chosen One,” Fortune, June 15, 2015, pp. 134–144; Michael Barbano and Stuart Elliott, “Clinging to Its Roots, Wal-Mart Steps Back from an Edgy, New Image,” New York Times, December 10, 2006, www.nytimes.com/2006/12/10/business/worldbusiness/10iht-walmart.3845671.html; “Top 250 Global Retailers,” National Retail Federation, https://nrf.com/2016/global250-table, accessed July 2016; Phil Whaba, “Walmart Targets Affluent Shoppers to Shake Funk,” Fortune, October 14, 2015, http://fortune.com/2015/10/14/­walmart-affluent-consumers/; and annual reports and other ­information found at http://news.walmart.com/walmart-facts/­corporate-­financial-­fact-sheet, http://corporate.walmart.com/newsroom/­company-facts, and www.corporate.walmart.com, accessed October 2016.

2. See “Monthly and Annual Retail Trade,” U.S. Census Bureau, www.census.gov/retail/, accessed October 2016.

3. See “Just Released: P&G 2014 Annual Report,” P&G Corporate Newsroom, August 20, 2014, http://news.pg.com/blog/company-strategy/just-released-pg-2014-annual-report; “Procter & Gamble,” Growth Champions, March 2016, http://growthchampions.org/growth-champions/procter-gamble/; and “ZMOT,” Google Digital Services, www.zeromomentoftruth.com/, accessed October 2016.

4. For more on digital aspects of shopper marketing and omni-channel retailing, see Lisa R. Melsted, “Retailers Turn to Omnichannel Strategies to Remain Competitive,” Forbes, February 9, 2015, www.forbes.com/sites/samsungbusiness/2015/02/09/retailers-turn-to-omnichannel-strategies-to-remain-competitive/print/; Susie Stulz, “The Splintered Moment of Truth,” Adweek, July 22, 2015, pp. S9–S10; Jordy Leiser, “Think Tank: Why an Omnichannel Approach Can Help Retail Escape the Amazon,” WWD, January 12, 2016, wwd.com/retail-news/forecasts-analysis/blazing-the-amazon-and-why-an-omnichannel-approach-can-help-retail-10312172/; and www.shoppermarketingmag.com/home/, accessed May 2016.

5. John Russell, “Grocery Wars Certain to Flair Up on North Side,” IndyStar, January 27, 2015, www.indystar.com/story/news/2015/01/25/grocery-wars-certain-flare-north-side/22125353/.

6. See Jon Springer, “Kroger to Unveil New Fresh Concept: ‘Main & Vine,’” Supermarket News, December 21, 2015, http://­supermarketnews.com/kroger/kroger-unveil-new-fresh-concept-main-vine; and www.mainandvineshop.com/about/, accessed October 2016.

7. “How to Cater to the Fill-In Shopper,” Convenience Store Decisions, August 14, 2015, www.cstoredecisions.com/2015/08/14/how-to-cater-to-the-fill-in-shopper/; “The Convenience Top 101,” Convenience Store and Fuel News, January 7, 2016, www.cspnet.com/industry-news-analysis/top-convenience-stores/retailer/­kroger-co-convenience-division-2016; and www.loafnjug.com/topic/in-­our-stores, accessed October 2016.

8. http://corporate.walmart.com/our-story/our-business/locations/#/united-states, accessed June 2016; and “Supermarket Facts,” www.fmi.org/research-resources/supermarket-facts, accessed October 2016.

9. See Mike Troy, “Dollar General to Open 730 Stores in 2015 as It Accelerates Expansion,” Chain Store Age, March 12, 2015, www.chainstoreage.com/article/dollar-general-open-730-stores​-2015-it-accelerates-expansion; Christopher Matthews, “Will Dollar Stores Rule the Retail World?” Time, April 1, 2013, http://business​.time.com/2013/04/01/will-dollar-stores-rule-the-retail-world/; Wayne Duggan, “Dollar General Seen as Winner from Wal-Mart Store Closures,” Yahoo! Finance, January 18, 2016, http://finance.yahoo.com/news/​dollar​-general-seen-winner-wal-181228126.html; and http://investor​.shareholder.com/dollar/financials.cfm, accessed October 2016.

10. “How We Do It,” http://tjmaxx.tjx.com/store/jump/topic/how-we-do-it/2400087, accessed October 2016.

11. Phil Wahba, “Macy’s Mull Taking on T.J. Maxx, Nordstrom Rack in “Off-Price” Wars,” Fortune, January 8, 2015, http://fortune.com/2015/01/08/macys-outlet-off-price/.

12. See “H&R Block,” Entrepreneur, http://www.entrepreneur.com/­franchises/hrblock/330827, accessed October 2016; and www.hrblock.com/corporate/tax-franchise/index.html, accessed October 2016.

13. Company and franchising information from “2015 Franchise Times Top 200 Franchise Systems,” Franchise Times, October 2014, www.franchisetimes.com/Top-200/; www.score.org/resources/should-i-buy-franchise; and www.aboutmcdonalds.com/mcd/our_company.html, accessed October 2016.

14. Kristina Monllos, “The Gap’s Biggest Problem Is That It Lost Its Brand Identity,” Adweek, June 17, 2015, www.adweek.com/print/165367; Natalie Zmuda, “Under New Management, Gap Must Figure Out Way to Fix a Faded Icon,” Advertising Age, February 7, 2011, pp. 2–3; Hannah Marriott, “Muddying the Gap: How the US Clothing Chain Has Failed to Uphold Its Identity,” Guardian, June 19, 2015, www.theguardian.com/business/2015/jun/19/muddying-the-gap-us-clothing-chain-failed-uphold-identity-normcore; and www.gapinc.com, accessed June 2016.

15. Dina Berrta, “The Power List: Lynsi Snyder—Growing the Cult Chain Slow and Steady,” Nation’s Restaurant News, January 19, 2016, http://nrn.com/power-list-2016-Lynsi-Snyder; Robert Klara, “How In-N-Out Became the Small Burger Chain with the Massive Following,” Adweek, November 17, 2015, www.adweek.com/print/168120; “In-N-Out Burger,” http://nrn.com/top-100/­n-out-burger, accessed October 2016, and www.in-n-out.com/, ­accessed October 2016.

16. See Betsy Riley, “A Sneak Peek at Buckhead’s New Restoration Hardware Gallery,” Atlanta Magazine, November 20, 2014, www.atlantamagazine.com/decorating/a-sneak-peek-at-buckheads-new-restoration-hardware-gallery/; Richard Mullins, “Restoration Hardware Building Meg-Mansion ‘Gallery’ in Tampa,” Tampa Tribune, January 4, 2015, www.tbo.com/news/business/restoration-hardware-building-mega-mansion-­gallery-in-tampa-20150104/; and Bridget Brennan, “Would You Like Champagne with That Sofa? Restoration Hardware Bets Big on Experiential Retail,” Forbes, November 13, 2015, www.forbes.com/sites/bridgetbrennan/2015/11/13/would-you-like-­champagne-with-that-sofa-restoration-hardware-bets-big-on-experiential-retail/#7b46683e579e67def966579e; and www.­restorationhardware.com/content/promo.jsp?id=557012, accessed October 2016.

17. See Justine Sharrock, “How Manufactured Smells Are Making People Shop Longer and Kill Better,” BuzzFeed, March 15, 2013, www.buzzfeed.com/justinesharrock/how-manufactured-smells-are-making-people-shop-longer-and-ki; Alexandra Sifferlin, “My Nose Made Me Buy It,” Time, December 16, 2013, http://healthland.time.com/2013/12/16/my-nose-made-me-buy-it-how-retailers-use-smell-and-other-tricks-to-get-you-to-spend-spend-spend/; Sarah Nassauer, “Using Scent as a Marketing Tool, Stores Hope It—and Shoppers—Will Linger,” Wall Street Journal, May 20, 2014, www.wsj.com/articles/SB10001424052702303468704579573953132979382; and www.scentair.com, accessed October 2016.

18. See various social media sites for Walmart and Fairway, accessed October 2016.

19. “CVS/pharmacy Revolutionizes the Way Customers Experience the Sales Circular with Launch of myWeekly Ad,” October 17, 2013, http://info.cvscaremark.com/newsroom/press-releases/­cvspharmacy-revolutionizes-way-customers-experience-sales-circular-launch; Stuart Elliott, “For CVS Regulars, Ads Tailored Just to Them,” New York Times, October 10, 2013, www.­nytimes.com/2013/10/11/­business/media/for-cvs-regulars-ads-­tailored-just-to-them.html?_r=0; and www.cvs.com, accessed October 2016.

20. For definitions of these and other types of shopping ­centers, see “Dictionary,” American Marketing Association, www.marketingpower.com/_layouts/Dictionary.aspx, accessed October 2016.

21. Nelson D. Schwartz, “The Economics (and Nostalgia) of Dead Malls,” New York Times, January 3, 2015, www.nytimes.com/2015/01/04/business/the-economics-and-nostalgia-of-dead-malls.html; and Christine Birkner, “Retail’s White Elephants,” Marketing News, April 2015, pp. 48–59.

22. Jennifer Reingold and Phil Wahba, “Where Have All the Shopper Gone?” Fortune, September 3, 2014, http://fortune.com/2014/09/03/where-have-all-the-shoppers-gone/.

23. See Rick Brockmann, “Nike to Open Pop-Up Shop Near Barclays for NBA’s All-Star Weekend,” The Real Deal, February 9, 2015; and Lydia Dishman, “How American Department Stores Are Fighting Extinction,” Fortune, January 20, 2016, http://fortune.com/2016/01/20/department-stores-reinvention/.

24. See www.gilt.com and www.zulily.com, accessed October 2016.

25. See www.rpminc.com/leading-brands/consumer-brands, accessed October 2016.

26. Matt Linder, “Global E-Commerce Sales Set to Grow 25% in 2015,” Internet Retailer, July 29, 2015, www.internetretailer.com/2015/07/29/global-e-commerce-set-grow-25-2015; “U.S. E-Commerce Sales as Percent of Retail Sales,” https://ycharts.com​/indicators/ecommerce_sales_as_percent_retail_sales, accessed October 2016; and “U.S Retail Sales Growth,” www.multpl.com​/us-retail-sales-growth, accessed October 2016.

27. See Chuck Martin, “42% Mobile Commerce Growth; 33% Buy via Smartphone,” MediaPost, February 20, 2015, http://www​.mediapost. com/publications/article/244163/42-mobile-commerce-growth-33-buy-via-smartphone.html.

28. Lauren Johnson, “Target Turns Its Stores into One Big Mobile Game for the Holidays,” Adweek, December 2, 2014, www.adweek.com/print/161727; and Greg Sterling, “Survey 90 Percent of Retail Shopper Use Smartphones in Stores,” MarketingLand, July 20, 2015, http://marketingland.com/survey-90-percent-of-retail-shoppers-use-smartphones-in-stores-135759.

29. David P. Schulz, “Top 100 Retailers 2015,” NRF, July 1, 2015, https://nrf.com/news/top-100-retailers-2015.

30. David P. Schulz, “Top 100 Retailers 2015,” NRF, July 1, 2015, https://nrf.com/news/top-100-retailers-2015; George Anderson, “Will Omnichannel Keep Macy’s Ahead of Amazon,” Forbes, August 9, 2015, www.forbes.com/sites/retailwire/2015/08/09/will-­omnichannel-keep-macys-ahead-of-amazon/2/#385905153143; and “Macy’s Reorganizes for Omni-Channel Success,” August 2015, www.thinkwithgoogle.com/interviews/macys-reorganizes-for-omni-channel​-success.html.

31. See Jacqueline Renfrow, “AT&T Turns Michigan Avenue Flagship into a Museum,” Fierce Retail, March 11, 2015, www.fierceretail.com/story/att-turns-michigan-avenue-flagship-museum/2015-03-11; Christopher Heine, “The Store of the Future Has Arrived,” Adweek, June 3, 2013, www.adweek.com/print/149900; and www.callison.com/projects/att-%E2%80%93-michigan-avenue, accessed October 2016.

32. Brad Tuttle, “The Creepy New Way Macy’s Tempts You to Make Impulse Purchases,” Time, September 26, 2014, http://time.com/money/3432693/macys-shopkick-ibeacon/; and Kenny Kline, “How Bluetooth Beacons Will Transform Retail in 2016,” Huffington Post, January 15, 2016, www.huffingtonpost.com/kenny-kline/how-bluetooth-beacons-wil_b_8982720.html.

33. See Sarah Halzack, “Ever Wanted to Base Jump? North Face Wants You to Try It—in Its Stores,” Washington Post, www.washingtonpost​.com/business/economy/virtual-reality-the-latest-weapon-in-the-battle-for-your-shopping-dollars/2015/05/10/07639f8c-e976-11e4-9767-6276fc9b0ada_story.html; and John Gaudiosi, “Audi Drives Virtual Reality Showroom with HTC Vive,” Fortune, January 8, 2016, http://fortune.com/2016/01/08/audi-showroom-uses-vr/.

34. “Green MashUP: 7 Trends Transforming Retail Sustainability,” The Fifth Estate, February 17, 2015, www.thefifthestate.com.au​/business/trends/green-mashup-7-trends-transforming-retail-­sustainability/71455; and “The IKEA Group Sustainability Report,” www.ikea.com/ms/en_US/pdf/sustainability_report/sustainability_report_2014.pdf accessed February 2016.

35. See www.staples.com/sbd/cre/marketing/easy-on-the-planet/recycling-and-eco-services.html, accessed October 2016.

36. See “Global Powers of Retailing 2016,” Deloitte, January 2016, accessed at www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer-Business/gx-cb-global-powers-of-retailing-2016.pdf.

37. Grainger facts and other information are from the “Grainger: Beyond the Box Fact Book,” accessed at http://invest.grainger.com/phoenix.zhtml?c=76754&p=irol-irFactBook and www.grainger.com, accessed October 2016.

38. Paul Demery, “W.W. Grainers Close in on Capturing 40% of Sales Online,” Internet Retailer, www.top500guide.com/top-500/the-top-500-list, April 16, 2015; and www.grainger.com, accessed October 2016.

39. See Sysco 2015 Annual Report, www.sysco.com/aboutus/Online Annual2015/Sysco-2015-Annual-Report.html; and www.sysco.com/, accessed October 2016.

40. Facts from “2014 Power 50,” http://supermarketnews.com/2014-power-50-clickable-list, accessed June 2015; and www.supervalu.com, accessed October 2016.

1. Tim Nudd, “Snickers Swaps Out Brand Name for Hunger Symptoms on Painfully Honest Packaging,” Adweek, September 21, 2015, www.adweek.com/print/167061; Alfred Maskeroni, “Snickers’ Brady Bunch Ad Is Here, and It’s One of the Funniest Super Bowl Spots Ever,” Ad Week, January 20, 2015, www.adweek.com/adfreak/snickers-brady-bunch-ad-here-and-its-­one-funniest-super-bowl-spots-ever-162620; E. J. Schultz, “Behind the Snickers Campaign That Launched a Global Comeback,” Advertising Age, October 4, 2013, www.adage.com/print/244593; Robert Klara, “How Snickers Fired a Quarterback, Hired a Zebra, and Tweaked One of Advertising’s Most Famous Tag Lines,” Adweek, February 27, 2014, www.adweek.com/print/155873; Andrea Jincks, “Snickers Executes Digital ‘You’re Not YouTube’ Campaign & UGC Contest,” Moosylvania, April 9, 2015, http://moosylvania.com/tracker/snickers-executes-digital-youre-not-­youtube-campaign-ugc-contest/; and www.snickers.com, www.mars​.com, www.youtube.com/snickers, and www.facebook.com/snickers, accessed October 2016.

2. For other definitions, see www.ama.org/resources/Pages/Dictionary.aspx, accessed October 2016.

3. “Digital Ad Spending to Surpass TV Next Year,” eMarketer, March 8, 2016, www.emarketer.com/Article/Digital-Ad-­Spending-Surpass-TV-Next-Year/1013671; Avi Dan, “Why P&G Is Quickly Shifting to a Digital-First Approach to Building Brands,” Forbes, March 8, 2015, www.forbes.com/sites/avidan/2015/03/12/why-pg-is-quickly-shifting-to-a-digital-first-approach-to-­building-brands/2/#552e75a03b68; Lara O’Reilly, “Almost a Quarter of Unilever’s $8 Billion Ad Budget Is Now Spent on Digital,” Business Insider, January 28, 2016, www.businessinsider.com/unilever-digital-advertising-budget-up-to-24-2016-1.

4. See Andrew Adam Newman, “With a French Accent, a Soap Brand Tells a Tale of Well-Scrubbed Lovers,” New York Times, March 21, 2014, p. B4; Stuart Elliott, “Ad for Method Celebrates the Madness,” New York Times, March 12, 2012, p. B1; and www.methodhome.com/cleanhappy/ and www.youtube.com/user/peopleagainstdirty, accessed October 2016.

5. Lesley Bielby, “The ‘A’ Word—Does Advertising Still Exist?” Advertising Age, April 22, 2016, www.adage.com/print/303678.

6. See “Advertisers Blend Digital and TV for Well-Rounded Campaigns,” eMarketer, March 12, 2014, www.emarketer.com/Article/Advertisers-Blend-Digital-TV-Well-Rounded-Campaigns/1010670.

7. See Troy Dreier, “How Lowe’s and Vine Build Social Video Success,” Streaming Media, May 2014, www.streamingmedia.com/Articles/Editorial/Featured-Articles/How-Lowes-and-­Vine-Build-­Social-Video-Success-96585.aspx; Alexxis Letozoa, “Lowe’s Fix in Six,” -Ation, December 1, 2014, http://ation.­digitalmediauconn.org/lowes-fix-in-six/; https://vine.co/lowes, www.youtube.com/user/lowes, https://instagram.com/­loweshomeimprovement/, www.­pinterest.com/lowes/, and other Lowe’s social media sites, ­accessed October 2015.

8. See “McCann New York Ask Parents to Love Cereal ‘Again’ in General Mills Campaign,” Little Black Book, February 2016, http://lbbonline.com/news/mccann-new-york-asks-parents-to-love-­cereal-again-in-general-mills-campaign/; Ashley Halladay, “General Mills Celebrates Milestone,” Taste of General Mills, January 19, 2016, www.blog.generalmills.com/2016/01/cereal-team-­­celebrates-milestone/; Evan Ramstad, “General Mills Begins Marketing Cereals without Artificial Colors and Flavorings,” Star Tribune, January 22, 2016, www.startribune.com/general-mills-­begins-marketing-­­cereals-without-artificial-colors-flavors/366129821; and www.generalmills.com/en/Brands/Cereals/genmills-cereals?dclid=COTC76qAqcsCFVeqaQodHSsDKQ, accessed October 2016.

9. See Bethonie Butler and Maura Judkis, “The 10 Best Commercials of Super Bowl 50,” Washington Post, February 8, 2016, www.­washingtonpost.com/news/arts-and-entertainment/wp/2016/02/08/the-10-best-commercials-of-super-bowl-50/; and Matt Quigley, “Who Loved the Audi ‘Starman’ Super Bowl Ad Featuring David Bowie,” Statssocial Blog, February 14, 2016, http://­blog.­statsocial.com/­the-bowie-starman-ad-mild-with-bowie-fans-­but-smash-­with-car-nuts/.

10. “Global Trust in Advertising.” Nielsen, September 28, 2015, www.nielsen.com/us/en/insights/reports/2015/global-trust-in-­advertising-2015.html; and Barry Levine, “New Marketing Survey: It’s the Trust Stupid,” Venture Beat, September 29, 2015, http://­venturebeat.com/2015/09/29/new-marketing-survey-its-the-trust-stupid/.

11. See Ami Iannone, “Netflix Is Joining the Influencer Marketing Movement,” Business 2 Community, March 5, 2016, www.­business2community.com/marketing/netflix-joining-influencer-­marketing-movement-01474508#LzEQciHFLSsjVhpX.97; and http://grammasters.netflix.com/, accessed October 2016.

12. www.bzzagent.com and http://about.bzzagent.com/, accessed October 2016.

13. See T. L. Stanley, “Dancing with the Stars,” Brandweek, March 8, 2010, pp. 10–12; and Chris Isidore, “Lance Armstrong: How He’ll Make Money Now,” CNNMoney, January 18, 2013, http://money.cnn.com/2013/01/16/news/companies/armstrong-endorsements/. Also see “Topic: Celebrity Endorsements,” Adweek, www.adweek.com/topic/celebrity-endorsements, accessed October 2016.

14. For more on advertising spending by company and industry, see “100 Leading National Advertisers: U.S. Ad Spending by Category,” Advertising Age, October 13, 2015, pp. 14–32; and “2016 Marketing Fact Pack,” Advertising Age, December 29, 2015, pp. 8–12.

15. See Tim Nudd, “The 10 Most Watched Ads on YouTube in 2015,” Adweek, December 9, 2015, www.adweek.com/print/168524; Tim Nudd, “The 10 Most Watched Ads on YouTube in January,” Adweek, February 10, 2016, www.adweek.com/print/169570; and www.youtube.com/watch?v=Ho8lyiR0DrU, accessed October 2016.

16. See discussions at Mike Ishmael, “The Cost of a Sales Call,” October 22, 2012, http://4dsales.com/the-cost-of-a-sales-call/; Jeff Green, “The New Willy Loman Survives by Staying Home,” Bloomberg Businessweek, January 14–20, 2013, pp. 16–17; Scott Tousley, “107 Mind-Blowing Sales Statistics That Will Help You Sell Smarter,” HubSpot, September 14, 2015, http://blog.hubspot.com/sales/sales-statistics; and “What Is the Real Cost of a B2B Sales Call?” www.marketing-playbook.com/sales-­marketing-strategy/what-is-the-real-cost-of-a-b2b-sales-call, accessed October 2016.

17. Lara O’Reilly, “Almost a Quarter of Unilever’s $8 Billion Ad Budget Is Now Spent on Digital,” Business Insider, January 28, 2016, www.­ businessinsider.com/unilever-digital-advertising-budget-up-to-24-2016-1.

18. See Kristen Bellstrom, “Google and Pixar Are Teaming Up to Get Girls to Love Coding,” Fortune, December 8, 2015, http://fortune.com/2015/12/08/pixar-and-google-girls-code/; Jordan Crook, “Google Invests $50 Million in ‘Made with Code’ Program to Get Girls Excited about CS,” Tech Crunch, June 22, 2014, http://techcrunch.com/2014/06/22/google-invests-50-million-in-made-with-­code-­program-to-get-girls-excited-about-cs/; and www.madewithcode.com/about/, accessed October 2016.

1. Quotes and other information from Ann-Christine Diaz, “Geico’s ‘Unskippable’ from the Martin Agency Is Ad Age’s 2016 Campaign of the Year,” Advertising Age, January 25, 2016, www.adage.com/prit/302300; Scott Davis, “When GEICO Accelerated Past Allstate,” Forbes, March 10, 2014, www.forbes.com/sites/­scottdavis/2014/03/10/when-geico-accelerated-past-allstate/; E. J. Schultz, “Muscling Past Mayhem: GEICO Rides Giant Ad Budget Past Allstate,” Advertising Age, July 8, 2013, www.adage.com/print/242980; “10 Most-Advertised Brands,” Marketing Fact Pack 2016, Advertising Age, December 21, 2015, p. 7; www.geico.com and www.martinagency.com/work/its_what_you_do; accessed October 2016.

2. For these and other advertising spending facts, see Advertising Age Marketing Fact Pack 2016, December 21, 2015, and “200 Leading National Advertisers,” Advertising Age, July 13, 2015, pp. 14–23.

3. See “200 Leading National Advertisers,” Advertising Age, July 13, 2015, p. 16; John Tozzi, “The CDC’s New Anti-Smoking Ads Target Tobacco Country,” Bloomberg Business, January 20, 2016, www.bloomberg.com/news/articles/2016-01-20/the-cdc-s-new-anti-smoking-ads-target-tobacco-country; and www.cdc.gov/­tobacco/campaign/tips/, accessed October 2016.

4. See E. J. Schultz, “Pepsi Ads Take Shot at Share-A-Coke, Polar Bears,” Advertising Age, June 15, 2015, www.adage.com/print/298985.

5. See Michael Addady, “General Mills Sues Chobani for Advertising That Yoplain Contains ‘Bug Spray,’” Fortune, January 12, 2016, http://fortune.com/2016/01/12/general-mills-sues-chobani/; and Christine Birkner, “‘Scare Tactics’ Used in Its Ads: Spots Imply Yoplait and Dannon Contain Pesticides, Chlorine,” Advertising Age, January 20, 2016, www.adweek.com/print/169107.

6. See Jean Halliday, “Thinking Big Takes Audi from Obscure to Awesome,” Advertising Age, February 2, 2009, http://adage.com/print/134234; Chad Thomas and Andreas Cremer, “Audi Feels a Need for Speed in the U.S.,” Bloomberg Businessweek, November 22, 2010, p. 1; and Kyle Stock, “Audi Swipes BMW’s Luxury Crown. Keeping It Will Be Harder,” Bloomberg BusinessWeek, March 11, 2014, www.businessweek.com/articles/2014-03-11/where​-audi-will-win-or-lose-the-luxury-car-race.

7. “Number of Magazines in the United States from 2002 to 2014,” Statista, www.statista.com/statistics/238589/number-of-­magazines-in-­the-united-states/, accessed June 2016; and Andrew Burger, “Nielsen: Despite Hundreds of Choices, Average Number of TV Channels Watched Is 17,” Telecompetitor, May 9, 2014, www.­telecompetitor.com/nielsen-average-number-of-tv-channels-watched-is-17/.

8. Kelsey Libert and Kristen Tynski, “Research: The Emotions That Make Marketing Campaigns Go Viral,” HBR Blog Network, October 24, 2013, http://blogs.hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral/; and data from YouTube, Facebook, Instagram, and Twitter, accessed October 2016.

9. “How Much Does Television Advertising Really Cost,” Houston Chronicle, http://smallbusiness.chron.com/much-television-advertising​-really-cost-58718.html, accessed October 2016; “AOL Says There Are More Ads on TV than Ever,” Wall Street Journal, July 28, 2015, http://blogs.wsj.com/cmo/2015/07/28/aol-says-there​-are​-more-ads-on-tv-­than-ever/; and “Cost for a 30-Second Commercial,” Marketing Fact Pack 2016, Advertising Age, December 21, 2015, p. 18.

10. “Real Beauty Shines Through: Dove Wins Titanium Grand Prix, 163 Million Views on YouTube,” Google: Think Insights, June2013, www.thinkwithgoogle.com/case-studies/dove-real-beauty-sketches.html; Nina Bahadur, “Dove ‘Real Beauty’ Campaign Turns 10: How a Brand Tried to Change the Conversation about Female Beauty,” Huffington Post, February 6, 2014, www.huffingtonpost.com/2014/01/21/­dove-real-beauty-campaign-turns-10_n_4575940.tml; “Dove’s Latest Ad Shows That Grass Is Always Greener When It Comes to Body Image,” The Drum, October 2, 2015, www.thedrum.com/news/2015/10/02/dove-s-latest-ad-shows-grass-always-greener-when-it-comes-­­body-image; and www.youtube.com/watch?v=XpaOjMXyJGk and www.youtube.com/watch?v=c96SNJihPjQ, accessed October 2016.

11. See Seth Fiegerman, “The New Way Brands Like Hostess Use Social Media: Playing Dumb,” Mashable, April 6, 2015, http://mashable.com/2015/04/06/brands-play-dumb/; and Lindsay Kolowich, “Funny Tweets and Social Media Examples from 17 Real Brands,” Hubspot, February 4, 2016, http://blog.hubspot.com/blog/tabid/6307/bid/33488/14-Funny-Brands-You-Can-t-Help-But-Follow-in-­Social-Media.aspx.

12. See Joe Flint, “Pepsi Gets Taste of ‘Empire’ Drama,” Wall Street Journal, November 9, 2015, www.wsj.com/articles/pepsi-gets-taste-of-empire-drama-1447902181.

13. Abe Sauer, “Announcing the 2016 Brandcameo Product Placement Awards,” BrandChannel, February 24, 2016, www.brandchannel.com/2016/02/24/2016-brandcameo-product-placement-awards-022416/.

14. “Why The Lego Movie Is the Perfect Piece of Product Placement,” A.V. Club, February 11, 2014, www.avclub.com/article/why-the lego-movie-is-the-perfect-piece-of-product-201102; and Katarina Gustafsson, “LEGO Movie Helps Full-Year Revenue Growth Beat Rivals,” Bloomberg Business, February 25, 2015, www.bloomberg.com/news/articles/2015-02-25/lego-movie-helps-toymaker-s-full-year-sales-growth-beat-rivals.

15. Michael Sebastian, “Nearly Two-Thirds of Marketers Plan to Increase Native-Ad Spending in 2015,” January 29, 2015, Advertising Age, www.adage.com/print/296887; Joline Buscemi, “The Good and Evil of Native Advertising,” Hubspot, March 1, 2016, http://blog.hubspot.com/marketing/good-and-evil-native-advertising; and David Cohen, “Native Advertising Dominates Facebook Audience Network (Study),” Adweek, April 5, 2016, www.adweek.com/print/637217.

16. Benjamin Snyder, “Here’s Why Doritos Is Ending Its ‘Crash the Super Bowl’ Contest,” Fortune, January 29, 2016, http://fortune.com/2016/01/29/doritos-crash-the-super-bowl-contest/.

17. Lauren Johnson, “This New Ad Format Helps Brands Insert Your Social Media Photos Into Facebook Ads,” Adweek, March 6, 2015, www.adweek.com/print/163301.

18. Christopher Heine, “GoPro Marketing Gets Its Close-Up,” Adweek, July 20, 2015, pp. 9–10; and www.licensing.gopro.com, accessed October 2016.

19. Lauren Johnson, “How Social and Email Helped Mazda’s Limited-Edition Preorders Sell Out Crazy Fast,” Adweek, May 28, 2014, www.adweek.com/print/157985.

20. See Evan Tarver, “What Makes the ‘Share a Coke’ Campaign So Successful,” Investopedia, October 7, 2015, www.investopedia.com/articles/markets/100715/what-makes-share-coke-­campaign-so-successful.asp.

21. See “Multitasking Is Changing Media Consumption Habits,” Screen Media Daily, April 8, 2016, http://screenmediadaily.com/multitasking-is-changing-media-consumption-habits/.

22. Forbes and Bloomberg Businessweek cost and circulation data found online at www.bloombergmedia.com/magazine/­businessweek/rates/ and www.forbesmedia.com/forbes-­magazine-rates/, accessed October 2016.

23. Natalie Tadena, “With the New Year Approaching, Weight Loss Ad Barrage Has Commenced,” Wall Street Journal, December 30, 2014, http://blogs.wsj.com/cmo/2014/12/30/with-the-­­new-year-approaching-weight-loss-ad-barrage-has-commenced/; and T. L. Stanley, “Peeps Do Their Best to Get Scary for Halloween,” Adweek, www.adweek.com/print/161073.

24. For these and other examples, see Christopher Heine, “Lexus Nabs 100K Video Views on Facebook—in 10 Minutes,” Adweek, January 23, 2013, www.adweek.com/news/technology/print/146726; Richard Nino, “Top 10 Examples of Great Real-Time Marketing,” Social Media Delivered, January 22, 2015, www.socialmediadelivered.com/2015/01/22/top-10-examples-of-­great-real-time-marketing/; and Tanya Dua, “You Can Still Dunk in the Dark, but You Don’t Need a War Room,” Digiday, February 4, 2016, http://digiday.com/agencies/super-bowl-war-room-rip/.

25. E. J. Schultz, “Fired Up; Need for Speed Is Putting Copy Testing to the Test,” Advertising Age, September 14, 2015, pp. 20–23.

26. Information on advertising agency revenues from “Agency Report,” Advertising Age, May 4, 2015, pp. $45+$; and Advertising Age Marketing Fact Pack 2016, December 21, 2015, p. 24–25.

27. “OREO Brand Encourages Fans around the World to Open Their Hearts to Others in New Integrated Global Campaign, ‘Open Up with OREO,’” MultiVu, January 19, 2016, www.multivu.com/players/English/7738651-open-up-with-oreo/.

28. Based on Glen Broom and Bey-Ling Sha, Cutlip & Center’s Effective Public Relations, 11th ed. (Upper Saddle River, NJ: Prentice Hall, 2013), Chapter 1.

29. See “Healthcare Campaign of the Year 2015,” PR Week, March 20, 2015, www.prweek.com/article/1337832; “CVS Health: CVS Quits for Good Campaign,” (add)ventures, http://www.­addventures.com/cvs-quits-good-campaign, accessed April, 2016; and www.cvs.com/quit-smoking/, accessed April 2016.

30. See Craig Giammona, “Long Live the King,” Bloomberg Businessweek, October 5–11, 2015, pp. 23–24; Krushbu Shah, “Burger King Mascot Steals Show at Belmont Stakes,” Eater, June 8, 2015, www.eater.com/2015/6/8/8746047/burger-king-mascot-steals-show-­at-belmont-stakes; and http://mcwhopper.com/, accessed October 2016.

31. Quotes from Sarah Skerik, “An Emerging PR Trend: Content PR Strategy and Tactics,” PR Newswire, January 15, 2013, http://blog.prnewswire.com/2013/01/15/an-emerging-pr-trend-­content-pr-strategy-tactics/; and Mary Teresa Bitti, “The New Mad Men: How Publics Relations Firms Have Emerged from the Shadows,” Financial Post, December 28, 2014, http://business.financialpost.com/entrepreneur/the-changing-role-of-public-relations-firms.

1. Based on information from Dan Gallagher, “How Salesforce.com Can Keep Making It Rain,” Wall Street Journal, February 25, 2016, www.wsj.com/articles/how-salesforce-com-can-keep-making-it-rain-1456429982; Heather Clancy, “Best Buyer for Salesforce?” Fortune, April 29, 2015, http://fortune.com/2015/04/29/best-buyer-for-salesforce/; David Whitford, “Salesforce.com: The Software and the Story,” Inc., September 2014, pp. 113–117; Whitford, “Selling, the Story: Four Strategies Salesforce.com Uses to Stay on Top,” Inc., September 2014, p. 116; “The World’s Most Innovative Companies,” Forbes, www.forbes.com/innovative-companies/list/, accessed October 2016; and www.­salesforce.com, http://investor.salesforce.com/about-us/investor/­financials/, and www.salesforce.com/company/, accessed October 2016.

2. See Molly Soat, “Four Best Practices to Ensure Sales/Marketing Alignment,” Marketing News, December 2015, pp. 8–9; Chanin Ballance, “End Your Sales and Marketing Tug-of-War,” Sales & Marketing Management, September 26, 2014, http://salesandmarketing.com/content/end-your-sales-and-marketing-tug-war; and Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Hoboken, NJ: Pearson Education, 2016), p. 644.

3. “Customer Business Development,” http://we.experiencepg.com/home/customer_business_development_cbd_sales.html, accessed October 2016.

4. “500 Largest Sales Forces in America (2015) Selling Power, www​. sellingpower.com/2015/selling-power-500/largest-sales-forces/manufacturing/, accessed October 2016.

5. See discussions in Mike Ishmael, “The Cost of a Sales Call,” October 22, 2012, http://4dsales.com/the-cost-of-a-sales-call/; Kim Zimmerman, “B2B Inside Sales Teams Leverage Social, Video and Data to Reach Top Prospects,” Demand Gen, January 20, 2016, www.demandgenreport.com/features/industry-insights/b2b-inside-sales-teams-leverage-social-video-and-data-to-reach-top-prospects; and “What Is the Real Cost of a B2B Sales Call?” www.marketing-playbook.com/sales-marketing-­strategy/what-is-the-real-cost-of-a-b2b-sales-call, accessed October 2016.

6. Jeff Green, “The New Willy Loman Survives by Staying Home”; Andris A. Zoltners, PK Sinha, and Sally E. Lorimer, “The Growing Power of Inside Sales,” Harvard Business Review, July 29, 2013, https://hbr.org/2013/07/the-growing-power-of-inside-sa/; Soat, “Four Best Practices to Ensure Sales/Marketing Alignment”; and Zimmerman, “B2B Inside Sales Teams Leverage Social, Video and Data.”

7. See Kurt Shaver, “Why Inside Salespeople Make Great Social Sellers,” November 12, 2014, http://blog.sellingpower.com/gg/2014/11/why-inside-salespeople-make-great-social-sellers.html; Matt Mayberry, “The Amazing Evolution and Power of Inside Sales,” Entrepreneur, December 8, 2015; and Nick Hedges, “5 Trends Shaping the Sales Industry,” Velocify Blog, January 13, 2016, http://velocify.com/blog/5_trends_shaping_the_sales_industry/.

8. Scott Fuhr, “Good Hiring Makes Good Cents,” Selling Power, July/August/September 2012, pp. 20–21; “How Sales Rep Turnover Costs Your Company More Than You Think,” Insight Squared, July 15, 2014, www.insightsquared.com/2014/07/how-sales-rep-turnover-costs-your-company-more-than-you-think; and Chris Young, “What Bad Sales Hiring Decisions Really Cost You,” Rainmaker Group Sales Wolf Blog, January 23, 2015, www.therainmakergroupinc.com/human-capital-strategy-blog/what-bad-sales-hiring-decisions-really-cost-you.

9. For this and more information and discussion, see www​. ­gallupaustralia.com.au/consulting/118729/sales-force-­effectiveness.aspx, accessed July 2012; Donal Daly, “6 Things Successful Salespeople Do,” Salesforce.com, April 17, 2015, www.­salesforce.com/blog/2015/04/6-things-successful-sellers-do-cso-gp.html; and Brittney Helmrich, “8 Important Traits of Successful Salespeople,” Business News Daily, January 25, 2016, www.businessnewsdaily.com/4173-personality-traits-successful-sales-people.html.

10. See Steve Denning, “The One Thing the Greatest Salespeople All Have,” Forbes, November 29, 2012, www.forbes.com/sites/stevedenning/2012/11/29/the-one-thing-the-greatest-salespeople-all-have/.

11. “Strengths Based Selling,” www.gallup.com/press/176651/strengths-based-selling.aspx, accessed October 2016.

12. Corporate Visions, Inc., “ADP Case Study,” http://corporatevisions.com/v5/documents/secure_downloads/CVI_caseStudy_ADP.pdf, accessed October 2016; and Henry Canaday, “The Transformation of Enterprise Sales Training,” Selling Power, www.adobe.com/content/dam/Adobe/en/products/adobeconnect/pdfs/elearning/transformation-of-enterprise-sales-training.pdf, accessed October 2016.

13. See Norman Behar, “Selecting the Best Sales Training Delivery Method,” ATD, January 21, 2015, www.td.org/Publications/Blogs/Sales-Enablement-Blog/2015/01/Selecting-the-Best-Sales-Training-Delivery-Method.

14. See www.theknowledgeguru.com, www.theknowledgeguru.com/testimonials/case-studies/, and www.theknowledgeguru.com/­solution/, accessed October 2016.

15. For more discussion, see Mark Roberge, “The Right Way to Use Compensation,” Harvard Business Review, April 2015, pp. 70–75; and “Getting Beyond ‘Show Me the Money,’” Harvard Business Review, April 2015, pp. 77–81.

16. See “2014 Sales Performance Optimization Study,” CSO Insights, www.csoinsights.com/Publications/.

17. Lain Chroust Ehmann, “Sales Up!” Selling Power, January/February 2011, p. 40. Also see Tony J. Hughes, “Back to the Future of Sales in 2015,” LinkedIn, December 27, 2014, www.linkedin.com/pulse/back-future-sales-2015-tony-j-hughes; Eliot Burdett, “Six Reasons Why Technology Won’t Kill B2B Salespeople,” Business Review, June 3, 2015, www.businessreviewusa.com/technology/4943/Six-reasons-why-technology-won’t-kill-B2B-salespeople; and Pete Caputa, “47 Sales Experts Predict How to Radically Improve Sales Productivity in 2016,” HubSpot, January 11, 2016, http://blog.hubspot.com/sales/sales-experts-predict-improve-sales-productivity.

18. See Scott Gillum, “The Disappearing Sales Process,” Forbes, January 7, 2013, www.forbes.com/sites/gyro/2013/01/07/the-disappearing-sales-process/; and Paul Nolan, “Mapping the Buyer’s Journey,” Sales & Marketing Management, March/April 2015, pp. 32–34.

19. Neil Davey, “Using Social Media Marketing in B2B Markets,” Smart Insights, February 16, 2015, www.smartinsights.com/b2b-digital-marketing/b2b-social-media-marketing/b2bsocialmediamarketing/. For more on Makino’s social networking efforts, see www.facebook.com/MakinoMachine, www.youtube.com/user/Makino MachineTools, and http://twitter.com/#!/makinomachine, ­accessed October 2016.

20. Example based on information from James C. Anderson, Nirmalya Kumar, and James A. Narus, “Become a Value Merchant,” Sales & Marketing Management, May 6, 2008, pp. 20–23; and “Business Market Value Merchants,” Marketing Management, March/April 2008, pp. 31+. For more discussion and examples, Ron Shapiro, “Selling While Holding Your Price,” Sales & Marketing Management, January 5, 2015, www.salesandmarketing.com/content/selling-while-holding-your-price; and Julia Cupman, “Three Ways to Avoid a Price War,” B2B Marketing, September 2015, www.ama.org/publications/­eNewsletters/B2BMarketing/Pages/three-ways-to-avoid-a-price-war.aspx.

21. Kantar Retail, Making Connections: Trade Promotion Integration across the Marketing Landscape (Wilton, CT: Kantar Retail, July 2012), p. 5.

22. Jonathan Treiber, “Why Digital Promotions Are More Important Than Ever,” Retailing Today, June 14, 2015, www.retailingtoday.com/article/why-digital-promotions-are-more-important-ever; and “Survey: The Vast Majority (87%) of Retail Marketers Plan to Invest More in Mobile Marketing in 2016,” PR Newswire, March 3, 2016, www.prnewswire.com/news-releases/survey-the-vast-majority-87-of-retail-marketers-plan-to-invest-more-in-mobile-marketing-in-2016-300230162.html.

23. “Coupon Use Hits 40-Year Low,” Coupons in the News, February 1, 2016, http://couponsinthenews.com/2016/02/01/coupon-use-hits-40-year-low.

24. See “Coupon Use Hits 40-Year Low” and “Improving Economy, Increasing Shopper Demand for Digital Offers Impacting Coupon Use,” Globe Newswire, February 1, 2016, https://globenewswire.com/news-release/2016/02/01/806336/10159649/en/Improving-Economy-Increasing-Shopper-Demand-for-Digital-Offers-Impacting-Coupon-Use.html.

25. Hilary Milnes, “Walgreens Uses Mobile Apps to Solve In-Store Headaches,” Digiday, May 4, 2015, https://digiday.com/brands/walgreens-uses-mobile-apps-solve-store-headaches/; “Entering the New Era of Digital Coupons,” Adweek, June 16, 2014, p. S7; and www.walgreens.com/topic/apps/learn_about_mobile_browser_app.jsp and www.walgreens.com/coupons, accessed October 2016.

26. See www.happymeal.com, accessed October 2016.

27. See “The 2014 Estimate of Promotional Products Distributor Sales,” PPAI, www.ppai.org/inside-ppai/research/Documents/​2014SalesVolumeSheet.pdf.

28. Rachael Kirkpatrick, “Delta Sets Record with Mass Shower at Warrior Dash,” Event Marketer, July 0, 2015, www.eventmarketer.com/­article/delta-sets-new-world-record-331-person-­shower-warrior-dash/; and “Mud Shower Station,” Adweek, September 7, 2015, p. 38.

29. Kantar Retail, Making Connections, p. 10.

30. See “CES Attendee Audit Summary Results,” https://www.cesweb.org/Why-CES/CES-by-the-Numbers, accessed June 2016; “New Logo for Bauma Ahead of 2016 Trade Fair,” World Cement, July 5, 2015, www.worldcement.com/europe-cis/07052014/Bauma_new_look_ahead_of_2016_show_145/.

1. See Krystina Gustafson, “Cyber Monday Sales Top $3 Billion,” Best Forecast, www.cnbc.com/2015/12/01/cyber-monday-sales-top-3-billion-beat-forecast.html; Morten T. Hansen, Herminia Ibarra, and Urs Peyer, “The Best-Performing CEOs in the World,” Harvard Business Review, January–February 2013, pp. 81–86; George Anders, “Jeff Bezos’s Top 10 Leadership Lessons,” Forbes, April 4, 2012, www.forbes.com/sites/georgeanders/2012/04/04/bezos-tips/; “Benchmarks by Company: Amazon,” ACSI, www.​theacsi.org/?option=com_content&view=article&id=149& catid=&Itemid=214&c=Amazon, accessed October 2016; “Number of Worldwide Active Amazon Customer Accounts from 1997 to 2015 (in Millions),” Statista, www.statista.com/statistics/237810/number-of-active-amazon-customer-accounts-worldwide/, accessed October 2016; and annual reports and other information found at www.amazon.com and walmart.com, accessed October 2016.

2. Stan Phelps, “Three Lessons from Mountain Dew on Leveraging Events to Create an Authentic Brand Experience,” Forbes, October 18, 2014, www.forbes.com/sites/stanphelps/2014/10/18/­three-lessons-from-mountain-dew-on-leveraging-events-to-create-an-authentic-brand-experience/; Natalie Tadena, “Mountain Dew Ads Go Global with Return of ‘Do the Dew,’” Wall Street Journal, March 29, 2015, http://blogs.wsj.com/cmo/2015/03/29/­mountain-dew-ads-go-global-with-return-of-do-the-dew/; and www.­mountaindew.​com, accessed October 2016.

3. See “Priceline Profit Tops Estimates as Bookings Rise,” Reuters, February 20, 2014, www.reuters.com/article/2014/02/21/us-priceline-​results-idUSBREA1J26X20140221; and http://ir. pricelinegroup.com/financials.cfm, accessed October 2015.

4. See Ginger Conlon, “2016 Will Be Growth Year in Marketing Spend,” Direct Marketing News, February 1, 2016, www.dmnews.​com/​marketing-strategy/2016-will-be-a-growth-year-in-marketing-​spending/article/469545/; George Slefo, “Digital Ad Spending Surges to Record High as Mobile and Social Grow More Than 50%,” Advertising Age, April 21, 2016, www.adage.com/print/303650; and other information at www.thedma.org, accessed September 2016.

5. See “Internet Usage Statistics,” Internet World Stats, www.​internetworldstats.com/stats.htm; accessed October 2016; “Mobile Phone Users Worldwide,” Statista, www.statista.com/​statistics/274774/forecast-of-mobile-phone-users-worldwide/, accessed October 2016.

6. See Doug Heise “4 E-Commerce Predictions for 2016,” Internet Retailer, January 7, 2016, www.internetretailer.com/commentary/​2016/01/07/4-e-commerce-predictions-2016; “US Retail Sales to Near $5 Trillion in 2016,” eMarketer, December 21, 2015, www.​emarketer.com/Article/US-Retail-Sales-Near-5-Trillion​-2016/1013368; Thad Rueter, “The Web’s Influence on U.S. Retail Grows,” Internet Retailer, July 25, 2014, www.internetretailer.com/2014/07/25/webs-influence-us-retail-grows; and Matt Linder, “Online Sales Will Reach $253 Billion by 2020 in the U.S.,” Internet Retailer, January 29, 2016, www.­internetretailer.com/2016/01/29/online-sales-​will-reach-523-billion-2020-us.

7. See “Global Powers of Retailing 2016: Navigating the New Digital Divide,” Deloitte, www2.deloitte.com/content/dam/Deloitte/global/Documents/Consumer-Business/gx-cb-global-powers-of-retailing-2016.pdf, pp. 36–37.

8. Mark Brohan, “Home Depot Hammers Away at Online Growth,” Internet Retailer, January 20, 2016, www.internetretailer.com/2016/01/20/home-depot-hammers-away-online-growth; and Home Depot annual reports and other information found at www.homedepot.com and http://phx.corporate-ir.net/phoenix.zhtml?c=63646&p=irol-reportsannual, accessed October 2016.

9. See Roger Katz, “2015 Will Be the Year of the Brand Community—Here’s Why,” ClickZ, January 23, 2015, www.clickz.com/clickz/column/2391666/2015-will-be-the-year-of-the-brand-community-here-s-why; ComBlu, “The State of Online Branded Communities,” http://comblu.com/downloads/ComBlu_StateOfOnlineCommunities_​2012.pdf, November 2012, p. 19; and www.espn.com, accessed October 2016.

10. For these and other examples of rich media ads, see “Rising Starts: Display,” Jivox, www.jivox.com/ad-gallery.php, accessed September 2016; and “Best Rich Media Online Ad,” www.iacaward​.org/iac/winners_detail.asp?yr=all&award_level=best&medium=Rich%20media%20Online%20Ad, accessed October 2016.

11. Alphabet annual reports, https://abc.xyz/investor/, accessed October 2016.

12. “Social Media Is the Hot New Thing, but Email Is Still the King,” Advertising Age, September 30, 2013, p. 18.

13. See Greg Sterling, “Majority of Emails Opened on Apple Devices, Android Users Pay More Attention,” MarketingLand, January 28, 2015, http://marketingland.com/majority-emails-opened-apple-devices-android-users-pay-attention-115945; Daniel Newman, “Alive and Kicking: Why Email Marketing Is Still a Huge Tool for Business,” Entrepreneur, November 9, 2015, www.entrepreneur.​com/article/252581.

14. See “The Top 100 Email Marketing Campaigns,” www.campaignmonitor.​com/best-email-marketing-campaigns/, accessed October 2016.

15. See Lindsey Kolowich, “12 of the Best Email Marketing Examples You’ve Ever Seen (and Why They’re Great),” Hubspot, March 5, 2015, http://blog.hubspot.com/marketing/email-marketing-examples​-list; and “The Top 100 Email Marketing Campaigns,” www.campaignmonitor.com/best-email-marketing-campaigns/, accessed October 2016.

16. “Email: Unloved, Unbreakable,” Fortune, May 1, 2015, pp. 54–55; Stephanie Mlot, “Email Spam Rates Dip below 50 Percent,” PC Magazine, July 17, 2015, www.pcmag.com/article2​/0,2817,2487933,00.asp; and Symantec Security Response Publications, www.symantec.com/security_response/publications/monthlythreatreport.jsp, accessed October 2016.

17. See “The 2016 Unroll.Me SPAMMY Awards,” Unroll.Me, February 16, 2016, http://blog.unroll.me/the-2015-unroll-me-spammy-awards/; and Zach Brooke, “Who Is Winning—and Losing—the Inbox Battle?” American Marketing Association, March 1, 2016, www.​ama.org/publications/eNewsletters/MarketingInsightsNewsletter/Pages/Who-is-Winning-and-Losing-the-Inbox-Battle.aspx.

18. Josh Constine, “Facebook Hits 8 Billion Daily Video Views, Doubling from 4 Billion in April,” Tech Crunch, November 15, 2015, http://techcrunch.com/2015/11/04/facebook-video-views; Mark R. Robertson, “500 Hours of Video Uploaded to YouTube Every Minute [Forecast],” Reelseo, November 13, 2015, www.reelseo​.com/hours-minute-uploaded-youtube/; “Statistics and Facts about Online Video Usage,” Statista, www.statista.com/­topics/1137/online​-video/, accessed April 2016.

19. See Tim Nudd, “The 20 Most Viral Ads of 2015,” AdWeek, November 19, 2015, www.adweek.com/news-gallery/advertising-branding/20-most-viral-ads-2015-168213; Abner Li, “Latest ‘Be together. Not the same.’ Android Ad Has a Strong and Charming Message,” 9TO5 Google, February 29, 2016, http://9to5google.com/2016/02/29/latest-be-together-not-the-same-ad/; and www.youtube.com/watch?v=vnVuqfXohxc, accessed October 2016.

20. See “Top 10 Branded Videos: Adidas Racks Up 21 Million YouTube Views in One Week,” Adweek, February 25, 2015, www.adweek.com/print/163145; and www.youtube.com/watch?v=N2TEZ8UOLMw, accessed October 2016.

21. Troy Dreier, “The Force Was Strong with This One,” Streaming Media Magazine, April/May 2011, pp. 66–68. Also see Hilary Masell Oswald, “The Biology of a Marketplace Sensation,” Marketing News, September 2013, pp. 31–35; “Why Some Videos Go Viral,” Harvard Business Review, September 2015, pp. 34–35; and “Why Certain Things Go Viral,” HBR Video, January 2016, https://hbr.org/video/4698519638001/why-certain-things-go-viral.

22. Kayleen Schafer, “How Bloggers Make Money on Instagram,” Harpers Bazaar, May 20, 2015; Caitlin Keating, “The Fashion Blogger behind We Wore What,” New York Times, January 20, 2016, www.nytimes​.com/2016/01/21/fashion/weworewhat-danielle-bernstein.html; Laureen Indvik, “The 20 Most Influential Personal Style Bloggers: 2016 Edition,” Fashionista, March 14, 2016; and http://weworewhat.com/, accessed October 2016.

23. Tom Pick, “47 Superb Social Media Marketing Stats and Facts,” Business2Community, January 19, 2016, www.​ business2community.com/social-media/47-superb-social-media-​marketing-stats-facts-01431126#TcQ1jRpYTOpYkQmo.97.

24. See http://newsroom.fb.com/company-info, www.youtube.com/yt/press/statistics.html, and www.statisticbrain.com/­twitter-statistics/, accessed October 2016.

25. For these and other examples, see www.goodreads.com, www.farmersonly.com, www.birdpost.com, and www.cafemom.com, all accessed October 2016.

26. See “The 30 Most Brilliant Social Media Campaigns of 2015,” Salesforce.com, December 14, 2015, www.salesforce.com/blog/2015/12/2015-most-brilliant-social-media-campaigns.html; and “TOMS One Day without Shoes,” http://shortyawards.com/8th/toms-one-day-without-shoes-2015, 8th Annual Shorty Awards, ­accessed May 2016.

27. See www.instagram.com/etsy/, www.pinterest.com/etsy/, and www.etsy.com/about, accessed October 2016.

28. See Alison Griswold, “Why Would Companies Ever Think a Campaign Like #AskSeaWorld Is a Good Idea?” Slate, March 27, 2015, www.slate.com/blogs/moneybox/2015/03/27/_askseaworld_twitter_amas_are_a_terrible_idea_and_yet_companies_do_them.html; and Nicole Fallon Taylor, “5 Corporate Marketing Efforts That Seriously Backfired,” Business News Daily, September 2015, www.businessnewsdaily.com/8385-corporate-marketing-fails.html.

29. Michael Bourne, “Sailing of 14 Social Cs,” Mullen Advertising, February, 13, 2012.

30. “How the Starbucks Social Media Team Captures the Personality of a Beverage,” May 4, 2015, https://news.starbucks.com/news/how-the-starbucks-social-media-team-captures-the-personality-of-a-beverage.

31. Melissa Allison, “Re-Creating the Coffee Klatch Online,” Raleigh News & Observer, May 6, 2013, p. 1D; Todd Wassermann, Mashable, December 13, 2013, http://mashable.com/2013/12/05/starbuckss-tweet-a-coffee-180000/; and www.facebook.com/Starbucks and https://twitter.com/Starbucks, accessed June 2016.

32. Facts in this paragraph are from “The Daredevils without Landlines,” NPR, December 3, 2015, www.npr.org/sections/alltechconsidered/2015/12/03/458225197/the-daredevils-without-landlines-and-why-health-experts-are-tracking-them; and Kenneth Olmstead and Michelle Atkinson, “Chapter 1: The Majorty of Smartphone Owners Download Apps,” Pew Research Center, November 10, 2015, www.pewinternet.org/2015/11/10/the-majority-of-smartphone-owners-download-apps/.

33. Sarah Perez, “U.S. Consumers Now Spend More Time in Apps Than Watching TV,” Tech Crunch, September 10, 2015, http://techcrunch.com/2015/09/10/u-s-consumers-now-spend-more-time-in-apps-than-watching-tv/; Lisa Eadiciccio, “Americans Check Their Phones 8 Billion Times a Day,” Time, December 15, 2015, http://time.com/4147614/smartphone-usage-us-2015/.

34. Lauren Johnson, “Target Turns Its Stores into One Big Mobile Game for the Holidays,” Adweek, December 2, 2014, www.adweek.com/print/161727; and Sandy Rand, “The Psychology of Mobile Usage & Its Impact on Advertising,” B2C, February 15, 2016, www.business2community.com/mobile-apps/­psychology-mobile-usage-impact-advertising-01453221#VsZ6fOktj8Zm5kTP.99.

35. See “US Digital Display Ad Spending to Surpass Search Ad Spending in 2016,” eMarketer, January 11, 2016 www.emarketer.com/Article/US-Digital-Display-Ad-Spending-Surpass-Search-Ad-Spending-2016/1013442#sthash.RcwOztEM.dpuf; and “IAB Internet Advertising Revenue Report,” April 2016, www.iab.com/wp-content/uploads/2016/04/IAB-Internet-Advertising-Revenue-Report-FY-2015.pdf.

36. Lauren Johnson, “Taco Bell’s Mobile Ads Are Highly Targeted to Make Users Crave Its Breakfast Menu,” Adweek, March 14, 2016, www.adweek.com/print/170155.

37. See Ginger Conlon, “2016 Will Be a Growth Year in Marketing Spending,” DM News, February 1, 2016, www.dmnews.com/marketing-strategy/2016-will-be-a-growth-year-in-marketing-spending/article/469545/; and “Stats & Facts: Direct Marketing,” CMO Council, www.cmocouncil.org/facts-stats-categories.php?view=all&category=direct-marketing, accessed September 2016.

38. Julie Liesse, “When Times Are Hard, Mail Works,” Advertising Age, March 30, 2009, p. 14; and Lois Geller, “If Direct Mail Is Dying, It’s Sure Taking Its Time about It,” Forbes, December 4, 2013, www.forbes.com/sites/loisgeller/2013/12/04/if-direct-mail-is-dying-its-sure-taking-its-time-about-it/; and Craig Simpson, “4 Reasons to Use Direct Mail Marketing Instead of Email,” Entrepreneur, February 17, 2015, www.entrepreneur.com/article/242731.

39. Rebecca R. Ruiz, “Catalogs, after Years of Decline, Are Revamped for Changing Times,” New York Times, January 26, 2015, p. B1; and Katie Ferguson, “The Big Payoff behind All Those Catalogs in the Mail,” MarketPlace, February 11, 2016, www.marketplace.org/2016/02/03/world/big-payoff-behind-all-those-catalogs-mail.

40. Mike Ryan, “Print Is Dead? J.C. Penney Catalog Crunches the Data, Returns to Print,” Businesss2Community, July 30, 2015, www.business2community.com/consumer-marketing/print-is-dead-j-c-penney-catalog-crunches-the-data-returns-to-print-01289952#kDooq0brVHlyjgym.97.

41. Ruiz, “Catalogs, after Years of Decline, Are Revamped for Changing Times”; and Molly Soat, “In the Mood to Peruse,” Marketing News, July 2015, pp. 41–49.

42. Conlon, “2016 Will Be a Growth Year in Marketing Spending.”

43. See Federal Trade Commission, “FTC Issues FY 2015 National Do Not Call Registry Data,” November 19, 2015, www.ftc.gov/news-events/press-releases/2015/11/ftc-issues-fy-2015-national-do-not-call-registry-data-book; and www.donotcall.gov, accessed October 2016.

44. See Allison Collins, “Guthy-Renker Said to Be Considering Sale of Proactiv,” WWD, March 23, 2016, http://wwd.com/beauty-industry-news/financial/guthy-renker-proactiv-sale-10397175/; and www.proactiv.com, accessed October 2016.

45. Barbara Seale, “Team Beachbody: Fit to Grow,” Direct Selling News, May 1, 2015, http://directsellingnews.com/index.php/view/team_beachbody_fit_to_grow#.VwewNBjELbM.

46. See Jeanine Poggi, “H&M Super Bowl Ad Lets You Buy Beckham Bodywear by Remote Control,” Advertising Age, January 6, 2014, www.adage.com/print/290915.

47. “Best Buy: Consumer Electronics Retailing on the Go,” www.zoomsystems.com/our-partners/partner-portfolio/; and www.zoomsystems.com/about-us, accessed October 2016.

48. See Internet Crime Complaint Center, www.ic3.gov, accessed October 2016.

49. See “Fear and Worry in America? Identity Theft and Cybercrime,” Huffington Post, November 5, 2014, www.huffingtonpost.com/creditsesamecom/fear-and-worry-in-america_b_6102910.html; and “2015 Data Breaches,” Identity Theft Resource Center, January 25, 2016, www.idtheftcenter.org/ITRC-Surveys-Studies/2015databreaches.html.

50. See “10 Completely Insane Social Media Statistics,” Content Factory, www.contentfac.com/more-people-own-cell-phone-than-toothbrush-10-crazy-social-media-statistics/, accessed October 2016; and “BBC Newsround Uncovers Widespread Underage Social Media Usage,” The Drum, February 9, 2016, www.thedrum.com/news/2016/02/09/bbc-newsround-uncovers-widespread-underage-social-media-usage.

51. See Zach Miners, “Your Control of Your Personal Info Is All but Dead, Pew Respondents Fear,” PCWorld, November 12, 2014, www.pcworld.com/article/2846855; Hadley Malcolm, “Millennials Don’t Worry about Online Privacy,” USA Today, April 21, 2013; “2016 TRUSTe US Consumer Confidence Index,” TRUSTe, www.truste.com/resources/privacy-research/ncsa-consumer-privacy-index-us/; and “Marketers, It’s Time to Get Personal,” Adobe, March 2016, www.adobe.com/content/dam/Adobe/en/news-room/pdfs/201603/032116AdobeGetPersonalReport-Final.pdf.

52. Based on information from Michael Bush, “My Life, Seen through the Eyes of Marketers,” Advertising Age, April 26, 2010, http://­adage.com/print/143479.

53. Kate Kane, “The $24 Billion Data Business That Telcos Don’t Want to Talk About,” Advertising Age, October 26, 2015, pp. 12–14, and “SAP Consumer Insight 365: Inleash Mobile Data Analytics on Carrier Networks,” http://go.sap.com/product/crm/mobile-data-analytics.html#item_0; accessed October 2016.

54. See “Facebook to Make Targeted Ads More Transparent for Users,” Advertising Age, February 4, 2013, http://adage.com/­article/239564/; and www.aboutads.info/, accessed October 2016.

55. See Richard Byrne Reilly, “Feds to Mobile Marketers: Stop Targeting Kids, or Else,” Venture Beat, March 27, 2014, http://venturebeat.com/2014/03/27/feds-to-mobile-marketers-­stop-targeting-kids-or-else-exclusive/; and www.business.ftc.gov/privacy-and-security/childrens-privacy, accessed September 2016.

56. Information on TRUSTe at www.truste.com, accessed October 2016.

57. Information on the DMA Privacy Promise at www.the-dma.org/cgi/dispissue?article=129 and www.dmachoice.org/static/privacy_­policy.php, accessed October 2016.

1. Tom Warren, “Microsoft’s ‘Last Lumia’ Reportedly Launching on February 1st,” The Verge, January 18, 2016, www.theverge.com/2016/1/18/10785106/microsoft-lumia-650-last-lumia-­rumors; Maribel Lopez, “Is Microsoft a Mobile Company?” Forbes, April 22, 2016, www.forbes.com/sites/maribellopez/2016/04/22/​­is-microsoft-a-mobile-company/#507ea0fa6157; Maribel Lopez, “7 Reasons To Give Microsoft’s Strategy Another Look,” Forbes, April 19, 2016, www.forbes.com/sites/maribellopez/2016/04/19/7-­reasons-to-give-microsofts-strategy-another-look/#28b03eb46726; “CEO Satya Nadella,” http://news.microsoft.com/ceo/­announcement/index.html, accessed October 2016; and www.microsoft.com and www.microsoft.com/en-us/investor/, accessed October 2016.

2. Maureen Morrison, “Cinnabon’s Recipe for Expansion: Licensing and Co-branding,” Advertising Age, February 19, 2014, http://adage.com/article/news/cinnabon-expands-licensing-vodka-­air-fresheners/291726/; and “New Tricks: How Old Brands Can Still Surprise Customers,” Knowledge@Wharton, May 5, 2015, http://knowledge.wharton.upenn.edu/article/new-tricks-how-old-­brands-can-still-surprise-consumers/; and www.cinnabon.com, accessed October 2016.

3. See www.lexus-int.com/models/LFA/ and www.fordgt.com/­content/brand_ford/en_us/performance/gt/wired/application/­welcome.html, accessed October 2016.

4. See “T-Mobile Busts Verizon’s Balls . . . Ad,” January 21, 2016, https://newsroom.t-mobile.com/news-and-blogs/ballbuster.htm; and Maureen Morrison, “T-Mobile’s Mystery Super Bowl Star: Steve #Ballogize Harvey,” Advertising Age, www.adage.com/print/302578.

5. “Alexa Top Sites in the U.S.,” www.alexa.com/topsites/countries;1/US, accessed October 2016.

6. Adapted from information found in W. Chan Kim and Renée Mauborgne, Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make Competition Irrelevant (Boston: Harvard Business Press, 2015). For other discussion, see Kim and Mauborgne, “Red Ocean Traps,” Harvard Business Review, March 2015, pp. 68–73; and “Blue Ocean Strategy,” www.blueoceanstrategy.com/, accessed October 2016.

7. See Eddie Yoon and Linda Deeken, “Why It Pays to Be a Category Creator,” Harvard Business Review, March 2013, pp. 21–24; “Keurig Green Mountain Is Being Acquired for $13.9B,” Fox Business News, December 7, 2015, www.foxbusiness.com/features/2015/12/07/keurig-green-mountain-to-be-acquired-for-2-per-share.html; and http://investor.keuriggreenmountain.com/financials.cfm and www​.keurig.com/, accessed October 2016.

8. See “Sunstroke: Cirque du Soleil May Be Struggling, but the Cluster around It Is Thriving,” The Economist, February 15, 2014, www.economist.com/news/business/21596583-cirque-du-­soleil-may-be-struggling-cluster-around-it-thriving-sunstroke; and Renée Mauborgne and W. Chan Kim, “This Is How Cirque du Soleil Reinvented the Circus,” Quartz, March 20, 2015, http://qz.com/366601/this-is-how-cirque-du-soleil-reinvented-the-circus/.

9. See Dinah Eng, “Samuel Adams’s Beer Revolution,” Fortune, April 8, 2013, pp. 23–26; and www.bostonbeer.com/phoenix.zhtml?c=69432&p=irol-overview and www.ab-inbev.com/go/­investors/financial_information/our_key_figures.cfm, accessed October 2016.

10. For these and other examples, see Dan Schwabel, “Why Companies Want You to Become an Intrapreneur,” Forbes, September 9, 2013, www.forbes.com/sites/­danschawbel/2013/09/09/why-companies-want-you-to-become-an-­intrapreneur/; and George Deeb, “Big Companies Must Embrace Intrapreneurship to Survive,” February 18, 2016, www.forbes.com/sites/george deeb/2016/02/18/big-­companies-must-embrace-intrapreneurship-to-survive/#43f1fdd8eb9e.

11. Michael E. Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors (New York: Free Press, 1980), Chapter 2; and Porter, “What Is Strategy?” Harvard Business Review, November–December 1996, pp. 61–78. Also see Stefan Stern, “May the Force Be with You and Your Plans for 2008,” Financial Times, January 8, 2008, p. 14; and “Porter’s Generic Strategies,” www.quickmba.com/strategy/generic.shtml, accessed October 2016.

12. See Michael Treacy and Fred Wiersema, “Customer Intimacy and Other Value Disciplines,” Harvard Business Review, January–February 1993, pp. 84–93; Treacy and Wiersema, The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market (New York: Perseus Press, 1997); and Wiersema, Double-Digit Growth: How Great Companies Achieve It—No Matter What (New York: Portfolio, 2003). Also see Elaine Cascio, “Fast, Cheap, or Good—Pick Two,” Inter@ction Solutions, January/February 2012, p. 8; Jürgen Kai-Uwe Brock and Josephine Yu Zhou, “Customer Intimacy,” Journal of Business and Industrial Marketing, 2012, pp. 370–383; Joe Weinman, “How Customer Intimacy Is Evolving to Collective Intimacy, Thanks to Big Data,” Forbes, June 4, 2013, www.forbes.com/sites/­joeweinman/2013/06/04/how-customer-intimacy-is-­evolving-to-collective-intimacy-thanks-to-big-data/; and Sue Troy, “Value Disciplines and the Operational Excellence Model for BPM,” Tech Target, August 10, 2015, http://searchcio.techtarget.com/video/Value-disciplines-and-the-operational-excellence-model-for-BPM.

13. See Brett Berk, “The Chevy Bolt–Tesla Model 3 Rivalry Is Bullshit,” Yahoo! Autos, April 15, 2016, www.yahoo.com/autos/chevy-­ bolt-tesla-model-3-191500497.html; and www.teslamotors.com, accessed June 2016.

14. For more discussion, see Philip Kotler and Kevin Lane Keller, Marketing Management, 15th ed. (Hoboken, NJ: Prentice Hall, 2016), Chapter 12.

15. Jonathan Chew, “How LEGO Finally Found Success with Girls,” Fortune, December 30, 2015, http://fortune.com/2015/12/30/lego-friends-girls/; and http://friends.lego.com/en-us/products, ­accessed January 2016.

16. See “2000+ Uses,” www.wd40.com/uses-tips/ and http://wd40.com/files/wd40-2000.pdf, accessed October 2016.

17. Tamara Walsh, “Is This Procter & Gamble’s Secret Weapon?” The Motley Fool, July 7, 2015, www.fool.com/investing/general/2015/07/07/is-this-procter-gambles-secret-weapon.aspx; Jack Neff, “P&G Regains U.S. Diaper Lead—but in China, Kimberly Clark’s Share Ticks Up,” Advertising Age, March 25, 2015, p. 30; Lauren Coleman-Lochner, “P&G Studies ‘Pee Points’ to Maintain Edge in Diaper Wars,” Bloomberg, March 24, 2014, www.­bloomberg.com/news/articles/2014-03-04/p-g-studies-pee-points-to-­maintain-edge-in-diaper-wars; “Pampers or Huggies: Innovations in Diaper Technology Creates Fierce Competition,” Technavio, March 5, 2014, www.technavio.com/blog/pampers-or-huggies-­innovations-in-diaper-technology-creates-fierce-competition; and “Global Diaper Market (Estimated Size of $52.7 billion in 2015) to Witness 5.5% CAGR during 2016–2022,” P&S Market Research, February 2016, www.psmarketresearch.com/press-release/diaper-market.

18. See “Top Shampoo Players Clean Up,” Drug Store News, April 2016, www.drugstorenews.com/sites/drugstorenews.com/files/PromoWatch_April2016_shampoo.pdf; and “Marketing Size of Soft Drinks in the United States,” Statista, www.statista.com/statistics/422532/united-states-soft-drink-market-size/, accessed October 2016.

19. “Top Selling Energy Drink Brands,” Caffeine Informer, www.­caffeineinformer.com/the-15-top-energy-drink-brands, accessed October 2016; and www.redbull.com/us/en, accessed October 2016.

20. See Angela Chen, “The Rise of Niche Online Dating Sites,” Wall Street Journal, October 15, 2013, http://online.wsj.com/news/​articles/SB10001424052702304561004579137441269527948; Laura T. Coffey, “From Farmers to Salad Toppings: 26 Weirdly Niche Dating Sites,” USA Today, August 5, 2013, www.today​.com/health/farmers-salad-toppings-26-weirdly-niche-dating-sites-6C10843053; Jenny Morrill, “6 Unbelievably Niche Dating Sites,” Mental Floss, October 2, 2015; and www.farmersonly.com, ­accessed October 2016.

21. Information from www.vfc.com, accessed October 2016.

1. See Beth Kowitt, “It’s IKEA’s World,” Fortune, March 15, 2015, pp. 166–175; Richard Milne in Leiden, “IKEA Thinks Outside the Big Box,” Financial Times, December 4, 2015, www​.ft​. com/cms/s/2/44a495f6-9a68-11e5-bdda-9f13f99fa654.html#axzz47Ft78U7Q; Michael Wei, “In IKEA’s China Stores, Loitering Is Encouraged,” Bloomberg Businessweek, November 1, 2010, pp. 22–23; Emily Raulhala, “No, IKEA Hasn’t Banned Customers from Sleeping in Its Chinese Stores,” Time, April 10, 2015, http://time.com/3814935/ikea-china-customers-sleeping/; Preetika Rana, “IKEA’s India Bet Runs into a Thicket of Rules,” Wall Street Journal, February 24, 2016, www.wsj.com/articles/ikeas-india-bet-runs-into-thicket-of-rules-1456265878; and www​. ikea.com/ms/en_JP/about-the-ikea-group/company-information/ accessed October, 2016.

2. Data from “Fortune 500,” Fortune, June 2016, http://money​. cnn.​com/magazines/fortune/fortune500/; Douglas B. Fay, “Multinational Customers: Are Their Needs Really Being Met?” www.globexintl.com/corporate/?p=82, accessed October 2016; and “List of Countries by GDP: List by the CIA World Factbook,” Wikipedia, http://en.wikipedia.org/wiki/List_of_countries_by_GDP_(nominal), accessed October 2016.

3. See “Trade Growth to Remain Subdues in 2016 as Uncertainties Weigh on Global Demand,” WTO, April 7, 2016, www.wto.org/­english/news_e/pres16_e/pr768_e.htm; and “Gross Domestic Product (GDP) at Current Prices from 2010 to 2020,” Statista, www.statista.com/statistics/268750/global-gross-­domestic-­product-gdp/, accessed October 2016.

4. Information from www.michelin.com/eng/finance/institutional-­investors-analysts/main-indicators, www.jnj.com, and www.­caterpillar.com, accessed October 2016.

5. See www.otisworldwide.com/d1-about.html and UTC Annual Report, www.utc.com/Investors/Pages/Annual-Reports-and-Proxy-Statements.aspx, accessed October 2016.

6. Rob Schmitz, “Trade Spat between China and EU Threatens Exports of Solar Panels, Wine,” Marketplace, June 6, 2013, www.marketplace.org/topics/world/trade-spat-between-china-and-eu-threatens-exports-solar-panels-wine; Ben Blanchard and Francesco Guarascio, “EU, China End Wine Dispute Ahead of Xi’s European Tour,” Reuters, March 21, 2014, www.reuters.com/article/idUSBREA2K0QE20140321; “EU to Benefit from China’s ‘New Normal’ Economy: Ambassador,” April 15, 2015, www.ecns.cn/voices/2015/04-15/161743.shtml; and “The European Union’s Measures against Dumped and Subsidised Imports of Solar Panels from China,” European Commission, February 29, 2016, http://trade.ec.europa.eu/doclib/docs/2015/july/tradoc_153587.pdf.

7. Gardiner Harris, “Wal-Mart Drops Ambitious Expansion Plan for India,” New York Times, October 10, 2013, p. B3; Paul Ausick, “Walmart Still Struggles in India,” 247wallst, April 8, 2014, http://247wallst.com/retail/2014/04/08/walmart-still-struggles-in-india/; and Adi Narayan and Rajhkumar K. Shaaw, “Giving Shoppers Less Means Big Bucks for Indian Retailer,” Bloomberg, February 17, 2016, www.bloomberg.com/news/articles/2016-02-17/watch-­me-wal-mart-message-from-most-profitable-india-supermart.

8. “What Is the WTO?” www.wto.org/english/thewto_e/whatis_e/whatis_e.htm, accessed October 2016.

9. See “The Doha Round,” www.wto.org/english/tratop_e/dda_e/dda_e.htm, accessed October 2016.

10. “The EU at a Glance,” http://europa.eu/about-eu/index_en.htm; “EU Statistics and Opinion Polls,” http://europa.eu/documentation/statistics-polls/index_en.htm; and “EU Position in World Trade,” http://ec.europa.eu/trade/policy/eu-position-in-world-trade/, all accessed October 2016.

11. “France’s Sapin: Euro’s Weakening Phase Has Run Its Course,” Wall Street Journal, April 17, 2015, www.wsj.com/articles/frances-­sapin-euros-weakening-phase-has-run-its-course-1429300555; Chris Giles, “Former BoE Chief King Predicts Collapse of Eurozone,” Financial Times, February 19, 2016, www.ft.com/intl/cms/s/0/5726e610-dec0-11e5-b7fd-0dfe89910bd6.html#axzz4720ff4j3; and “European Union: The Euro,” http://europa.eu/about-eu/basic-information/money/euro/, accessed October 2016.

12. CIA, The World Factbook, www.cia.gov/library/publications/the-world-factbook, accessed October 2016.

13. Statistics and other information from CIA, The World Factbook; and North America Free Trade Agreement, www.international.gc.ca/trade-agreements-accords-commerciaux/agr-acc/nafta-alena/info.aspx?lang=eng, accessed October 2016.

14. See “Explainer: What Is UNASUR?” www.as-coa.org/articles/explainer-what-unasur; and http://en.wikipedia.org/wiki/Union_of_South_American_Nations, accessed October 2016.

15. “TPP: What Is It and Why Does It Matter?” BBC, February 3, 2016, www.bbc.com/news/business-32498715.

16. See Zeenat Moorad, “The Coca-Cola Company: Tapping Africa’s Fizz,” Financial Mail, May 4, 2015, www.financialmail.co.za/coverstory/2015/04/30/the-coca-cola-company-tapping-africas-fizz; Annaleigh Vallie, “Coke Turns 125 and Has Much Life Ahead,” Business Day, May 16, 2011, www.bdlive.co.za/articles/2011/05/16/coke-turns-125-and-has-much-more-life-ahead; Kate Taylor, “Coca-Cola Has Discovered an Untapped Market to Save the Soda Business,” Business Insider, February 7, 2016, www.businessinsider.com/africa-is-the-future-of-coca-cola-​2016-2; and Coca-Cola annual reports and other information from www.thecoca-colacompany.com, accessed October 2016.

17. See “2015 Investment Climate Statement—Russia,” U.S. Bureau of Economic and Business Affairs, May 2015, www.state.gov/e/eb/rls/othr/ics/2015/241713.htm; and “Welcome to the U.S. Commercial Service in Russia,” http://export.gov/russia/, accessed October 2016.

18. Jim Wyss, “Chicken for Diapers: Bartering Abounds in the Scarcity-Stricken Venezuela,” Miami-Herald, December 1, 2015, www.miamiherald.com/news/nation-world/world/americas/​venezuela/article47429270.html; and International Reciprocal Trade Association, www.irta.com/about/the-barter-and-trade-industry/, accessed October 2016.

19. For these and other examples, see Emma Hall, “Do You Know Your Rites? BBDO Does,” Advertising Age, May 21, 2007, p. 22; and Michael R. Czinkota and Ilkka A. Ronkainen, International Marketing (Cincinnati, OH: South-Western College Publishing, 2013), Chapter 3.

20. Jamie Bryan, “The Mintz Dynasty,” Fast Company, April 2006, pp. 56–61; Robert Mackey, “Coca-Cola Retreats from Social Media War Over Crimea,” New York Times, January 6, 2016, www​. nytimes.com/2016/01/07/world/europe/coca-cola-withdraws-from-social-media-war-over-crimea.html; and “Coke Holiday Ad Depicting Russia Stumbles into Geopolitical Row,” Wall Street Journal, January 6, 2016, www.wsj.com/articles/coke-holiday-ad-depicting-russia-map-stumbles-into-geopolitical-row-1452122024.

21. For these and other examples, see Bill Chappell, “Bill Gates’ Handshake with South Korea’s Park Sparks Debate,” NPR, April 23, 2013, www.npr.org/blogs/thetwo-way/2013/04/23/178650537/bill-gates-handshake-with-south-koreas-park-sparks-debate; “Managing Quality across the (Global) Organization, Its Stakeholders, Suppliers, and Customers,” Chartered Quality Institute, www​.thecqi.org/Knowledge-Hub/Knowledge-portal/Corporate-strategy/Managing-quality-globally, accessed October 2016.

22. See Rory Jones, “Foreign Retailers Bend to Conform to Saudi Religious Rules,” Wall Street Journal, June 16, 2015, www.wsj.com/articles/foreign-retailers-bend-to-conform-to-saudi-­religious-rules-1434421369; and www.marksandspencer.com, ­accessed October 2016.

23. Andres Martinez, “The Next American Century,” Time, March 22, 2010, p. 1.

24. Thomas L. Friedman, The Lexus and the Olive Tree: Understanding Globalization (New York: Anchor Books, 2000); Michael Wei and Margaret Conley, “Global Brands: Some Chinese Kids’ First Word: Mickey,” Bloomberg Businessweek, June 19, 2011, pp. 24–25; and Nick Fraser, “How the World Was Won: The Americanization of Everywhere Review—a Brilliant Essay,” The Guardian, November 2, 2014, www.theguardian.com/books/2014/nov/02/how-the-world-was-won-americanization-of-everywhere-review-peter-conrad.

25. Adam Chandler, “How McDonald’s Became a Target for Protest,” The Atlantic, April 16, 2015, www.theatlantic.com/business/archive/2015/04/setting-the-symbolic-golden-arches-aflame/390708/; and “McDonald’s Set for Russia Expansion,” New Europe Investor, August 26, 2015, www.neweuropeinvestor.com/news/mcdonalds-set-for-russia-expansion10522/.

26. “2015 BrandZ Top 100 Global Brands,” Millward Brown, www​. millwardbrown.com/mb-global/brand-strategy/brand-equity/brandz/top-global-brands/2015.

27. See Rachael Tepper, “Yum! Brands’ International Product Strategy: How the Double Down Went Global,” Huffington Post, March 11, 2013, www.huffingtonpost.com/2013/03/11/yum-brands-international​-​product-strategy_n_2814360.html; Molly Osberg, “How Colonel Sanders Became Father Christmas in Japan,” TPM, December 23, 2014, http://talkingpointsmemo.com/theslice/kfc-christmas-in-japan-colonel-sanders-history-12-23-2014; and Jason Johnson, “KFC Christmas Tradition in Japan,” Brain Skewer, May 2015, http://brainskewer.com/bs/20150506/kfc-christmas-tradition-japan; and Megan Townsend, “Christmas in Japan,” Independent, December 24, 2015, www.independent.co.uk/news/world/asia/christmas-​in-japan-hundreds-queue-outside-of-kfc-branches-in-tokyo-for-​japanese-christmas-tradition-a6785571.html.

28. See annual reports and other financial and review data from www.coca-colacompany.com/our-company/ and www.coca-­colacompany​.com/our-company/infographic-coca-cola-at-a-glance/, accessed October 2016.

29. For this and other information in this section on Amazon in India, see Vivienne Walt, “Amazon Invades India,” Fortune, January 1, 2016, pp. 63–72; Jan Dawson, “Amazon’s International Growth Challenge,” Re/Code, May 11, 2015, http://recode​. net/2015/05/11/amazons-international-growth-challenge/; Wang Qionghui, “In Tough China Market, Amazon Sells the World,” Caixin Online, November 2, 2015, http://english.caixin.com/2015-11-02/100869131.html; and Leena Rao, “Amazon May Face Regulatory Hurdles in India,” Fortune, April 8, 2016, http://fortune.com/2016/04/08/amazon-regulatory-hurdles-india/.

30. See Kate Taylor, “Coca-Cola Has Discovered an Untapped Market to Save the Soda Business,” Business Insider, February 7, 2016, www.businessinsider.com/africa-is-the-future-of-coca-cola-2016-2; and www.olc.co.jp/en/ and www.coca-colahellenic.com/aboutus/, accessed October 2016.

31. See “Škoda and Volkswagen Group Russia: One Year of Successful Production in Nizhny Novgorod,” December 11, 2013, www​. volkswagenag.com/content/vwcorp/info_center/en/news/2013/​12/Nizhny_Novgorod.html; and www.pg.com/en_IN/company/pg-india.shtml, accessed October 2016.

32. See http://en.wikipedia.org/wiki/Doubletree, accessed October 2016.

33. Rick Munarriz, “Shanghai Disney Hits a Few Hiccups,” The Motley Fool, March 28, 2016, http://www.fool.com/investing/general/2016/03/28/shanghai-disney-hits-a-few-hiccups.aspx.

34. Christina Larson, “Intel Buys Its Way Deeper into China,” Bloomberg Businessweek, March 8, 2015, pp. 33–34.

35. “Intel in China,” iLook China, May 28, 2010, http://ilookchina.net/2010/05/page/2/; Christina Larson, “Intel Buys Its Way Deeper into China,” Bloomberg Businessweek, March 8, 2015, pp. 33–34; and Stacey Higginbotham, “Qualcomm Forms Joint Venture in China to Take on Intel,” Fortune, January 17, 2016, http://fortune.com/2016/01/17/qualcomm-server-china/.

36. Based on information from “Our Mission Is ‘Beauty for All,’ Says L’Oréal Global CEO Jean-Paul,” The Economic Times,” January 30, 2015, http://articles.economictimes.indiatimes.com/2015-01-30/news/58625572_1_l-oreal-loreal-jean-paul-agon; Hae-Jung Hong and Yves Doz, “L’Oréal Masters Multiculturalism,” Harvard Business Review, June, 2013, pp. 114–119; Liza Lin, “L’Oréal Puts on a Happy Face in China,” Bloomberg Businessweek, April 1–7, 2013, pp. 25–26; and www.lorealusa.com/Article.aspx?topcode=CorpTopic_RI_CustomerInnovation, www.lorealusa​.com/research-innovation/when-the-diversity-of-types-of-beauty-inspires-science/stories-of-­multicultural-innovations.aspx, and www.loreal-finance.com/eng/­annual-report, accessed October 2016.

37. See Warren J. Keegan and Mark C. Green, Global Marketing, 8th ed. (Hoboken, NJ: Pearson, 2015), pp. 303–308.

38. Toshiro Wakayama, Junjiro Shintaku, and Tomofumi Amano, “What Panasonic Learned in China,” Harvard Business Review, December 2012, pp. 109–113.

39. “Dunkin’ Donuts Enters India,” Business Standard, May 9, 2012, www.business-standard.com/article/companies/dunkin-donuts-enters-india-112050900069_1.html; Preetika Rana, “Dippin into India, Dunkin’ Donuts Changes Menu,” Wall Street Journal, November 8, 2014, www.wsj.com/articles/dipping-into-india-dunkin-donuts-changes-menu-1417211158; Mallory Schlossberg, “Dunkin’ Donuts Is Plotting a Huge Expansion,” Business Insider, December 30, 2014; and www.dunkinbrands.com, accessed October 2016.

40. See Normandy Madden, “In China, Multinationals Forgo Adaptation for New-Brand Creation,” Advertising Age, January 17, 2011, p. 10; Susan Adams, “The 10 Companies Considered ‘Best for the World,’” Forbes, March 31, 2014, www.forbes.com/sites/susanadams/2014/03/31/10-companies-considered-best-for-the-world/; Meg Cichon, “Solar Making Big Strides to Power the Developing World,” Renewable Energy World, May 7, 2014, www​.renewableenergyworld.com/rea/news/article/2014/05/solar-​making-big-strides-to-power-the-developing-world; and www​.dlightdesign.com/, accessed October 2016.

41. Jeffrey N. Ross, “Chevrolet Will ‘Find New Roads’ as Brand Grows Globally: Aligns around the World behind Singular Vision,” January 8, 2013, http://media.gm.com/media/us/en/gm/news.detail.html/content/Pages/news/us/en/2013/Jan/­0107-find-new-roads.html; and Dale Buss, “Chevy Wins at Sochi by Giving Dimension to ‘Find New Roads,’” Forbes, February 24, 2014, www.forbes.com/sites/dalebuss/2014/02/24/chevrolet-wins-at-sochi-as-find-new-roads-theme-gets-traction/.

42. See Sophia Yan, “What’s in a Brand Name? In China, Everything,” CNN Money, September 7, 2015, http://money​. cnn.com/2015/09/07/news/foreign-firms-china-branding/; Michael Wines, “Picking Brand Names in China Is a Business Itself,” New York Times, November 12, 2011, p. A4; Carly Chalmers, “12 Amazing Translations of Chinese Brand Names,” todaytranslations, August 27, 2013, www.todaytranslations.com/blog/12-amazing-translations-of-chinese-brand-names/; and Alfred Maskeroni, “Can You Identify All These Famous Logos Redesigned by an Artist into Chinese?” Adweek, February 10, 2015, www.adweek.com/print/162867.

43. “Nike Faces Ultimate Marketing Challenge in China: Make Running Cool,” Advertising Age, October 31, 2011, pp. 1+; “Firms Help Spur a Running Craze in China,” China Sports News, December 30, 2013, www.chinasportsbeat.com/2013/12/firms-help-spur-running​-craze-in-china.html; “Nike Faces Tough Competition in Europe and China,” Forbes, March 4, 2014, www.forbes.com/sites/​greatspeculations/2014/03/04/nike-faces-tough-competition-in-europe-and-china/; and Jerry Clode, “Our New Digital Report—Nike’s China Run Club,” Social Brand Watch, March 21, 2016, http://socialbrandwatch.com/new-digital-report-nikes-china-run-club/.

44. See Warren J. Keegan and Mark C. Green, Global Marketing, 8th ed. (Hoboken, NJ: Pearson Publishing, 2015), pp. 413–414.

45. See Nikhil Subramaniam, “Motorola Beats Nokia in India Smartphone Sales Thanks to Moto G, Moto E,” Tech 2, August 4, 2014, http://tech.firstpost.com/news-analysis/motorola-beats-nokia-in-india-smartphone-sales-thanks-to-moto-g-moto-e-228420.html; Luke Jones, “Motorola Moto G Brazil’s Best-Selling Smartphone,” Mobile Burn, March 29, 2015, www.mobileburn.com/24405/news/motorola-​moto-g-brazils-best-selling-smartphone; and Ina Fried, “Lenovo Plans to Keep Moto Brand, Continue Moto E and Moto G Lines,” recode, February 22, 2016, www.recode.net/2016/2/22/11588092/lenovo-plans-to-keep-moto-brand-continue-moto-e-and-moto-g-lines.

46. Drew Hinshaw, “Burgers Face a Tough Slog in Africa,” Wall Street Journal, December 10, 2013, www.wsj.com/articles/SB10001424052702304607104579214133498585594.

47. See www.nestle.com.br/portalnestle/nestleatevoce/abordo_sobre_projeto.aspx, accessed October 2016.

48. Anita Chang Beattie, “Catching the Eye of a Chinese Shopper,” Advertising Age, December 10, 2013, pp. 20–21.

49. Hae-Jung Hong and Yves Doz, “L’Oréal Masters Multiculturalism,” Harvard Business Review, June, 2013, pp. 114–119; and “L’Oréal around the World,” www.loreal.com/group/our-activities/l%E2%​80%99or%C3%A9al-around-the-world, accessed October 2016.

1. See Jessica Lyons Hardcastle, “How Unilever, GE, Ikea Turn a Profit from Sustainability,” Environmental Leader, January 16, 2016, www.environmentalleader.com/2016/01/07/how-unilever-ge-ikea-turn-a-profit-from-sustainability/#ixzz4921RtMGH; “Unilever Named as an Industry Leader in DJSI,” October 9, 2015, www​. unilever.com/news/press-releases/2015/Unilever-named-as-an-industry-leader-in-DJSI.html; Andrew Saunders, “Paul Polman of Unilever,” Management Today, March 2011, pp. 42–47; Adi Ignatius, “Captain Planet,” Harvard Business Review, June 2012, pp. 2–8; “Unilever: Key Trends to Watch in 2015,” Forbes, March 5, 2015, www.forbes.com/sites/greatspeculations/2015/03/05/­unilever-key-trends-to-watch-in-2015/; Joi Sears, “Unilever Develops Groundbreaking Sustainable Packaging,” TriplePundit, May 12, 2016, www.triplepundit.com/2016/05/unilever-develops-groundbreaking-sustainable-packaging/#; and www.unilever.com/sustainable-living/, accessed October 2016.

2. See www.mcdonalds.com/content/us/en/food/food_­quality/­nutrition_choices.html, www.aboutmcdonalds.com/mcd/­sustainability.html, and www.mcdonalds.com/us/en/food/meal_bundles/­favoritesunder400.html, accessed October 2016.

3. Brad Tuttle, “More Retailers Accused of Misleading Customers with Fake Price Schemes,” Money, January 7, 2016, http://time.com/money/4171081/macys-jc-penney-lawsuit-original-prices/.

4. Tony T Liu, “Overstock.com Receives $6.8 Million Fine for False Advertising,” Orange Country Business Attorney Blog, February 11, 2014, www.orangecountybusinessattorneyblog.com/2014/02/11/overstock-com-receives-6-8-million-fine-false-advertising/; and David Streitfeld, “It’s Discounted, but Is It a Deal? How List Prices Lost Their Meaning,” New York Times, March 6, 2016, p. A1.

5. See “FTC Charges Lumosity with Deceptive Advertising,” The Beacon, January 14, 2016, http://bbbconsumereducation​. com/ftc-charges-lumosity-with-deceptive-advertising/; and “Luminosity to Pay $2 Million to Settle FTC Deceptive Advertising Charges for Its ‘Brain Training’ Program,” FTC, January 5, 2016, www.ftc.gov/news-events/press-releases/2016/01/lumosity-pay-2-million-settle-ftc-deceptive-advertising-charges.

6. Dan Mitchell, “Americans Don’t Buy Enough Soda—Here’s the New Targets,” Fortune, February 19, 2016, http://fortune​. com/2016/02/19/soda-emerging-nations-sales/; and Center for Science in the Public Interest, “Carbonating the World,” www​. cspinet.org/carbonating/, accessed October 2016.

7. Brian Clark Howard, “Planned Obsolescence: 8 Products Designed to Fail,” Popular Mechanics, www.popularmechanics.com/­technology/planned-obsole scence-460210#slide-5, accessed September 2015.

8. Rob Walker, “Replacement Therapy,” Atlantic Monthly, September 2011, p. 38. For another interesting discussion, see Homa Khaleeli, “End of the Line for Stuff That’s Built to Die?” The Guardian, March 3, 2015, www.theguardian.com/technology/shortcuts/2015/mar/03/has-planned-obsolesence-had-its-day-design.

9. See U.S. Department of Agriculture, “Creating Access to Healthy, Affordable Food,” http://apps.ams.usda.gov/fooddeserts, accessed October 2016.

10. See Maanvi Singh, “Why a Philadelphia Grocery Chain Is Thriving in Food Deserts,” NPR, May 14, 2015, www​. npr.org/sections/thesalt/2015/05/14/406476968/why-one-grocery-chain-is-thriving-in-philadelphias-food-deserts.

11. See www.newdream.org/, www.newdream.org/about/mission, and www.newdream.org/blog/more-fun-less-stuff-photos, accessed October 2016.

12. See Erik Oster, “Erwin Penland, L.L. Bean Take on Disposable Fashion with ‘When,’” Adweek, April 21, 2016, www.adweek.com/print/107497.

13. See Texas Transportation Institute, “Annual Urban Mobility Report,” http://mobility.tamu.edu/ums/report/, accessed October 2016.

14. Mimi Kirk, “A Prius Costs $154,000 in Singapore and People Are Still Buying Them,” Quartz, June 18, 2013, http://qz.com/95429/a-prius-costs-154000-in-singapore-and-people-are-still-buying-them/; and Jeff Cuellar, “What Is the True Cost of Owning a Car in Singapore? You Don’t Want to Know,” MoneySmart.sg, August 21, 2014, http://blog.moneysmart.sg/car-ownership/the-true-cost-of-owning-a-car-in-singapore/.

15. For this and more information about the Google antitrust example, see Nathan Newman, “EU Antitrust Action Today Is Just the Beginning of Google’s Troubles in Europe,” Huffington Post, April 15, 2015, www.huffingtonpost.com/nathan-newman/eu-antitrust-action-today_b_7070568.html; James Kanter and Mark Scott, “Europe Challenges Google, Seeing Violations of Its Antitrust Law,” New York Times, April 16, 2015, p. B1; and Mark Scott, “Google’s Antitrust Woes in Europe Are Likely to Grow,” Wall Street Journal, April 20, 2016, p.A1.

16. See Philip Kotler, “Reinventing Marketing to Manage the Environmental Imperative,” Journal of Marketing, July 2011, pp. 132–135; and Kai Ryssdal, “Unilever CEO: For Sustainable Business, Go against ‘Mindless Consumption,’” Marketplace, June 11, 2013, www.marketplace.org/topics/sustainability/consumed/unilever-ceo-paul-polman-sustainble-business.

17. Andrew Lord, “Adidas Created a Shoe That Is Literally Made Out of Trash,” Huffington Post, June 30, 2016, www.huffingtonpost.com/2015/06/30/adidas-shoe-made-of-ocean-trash_n_7699632.html; “Adidas Group Sustainable Materials,” www.adidas-group​.com/en/sustainability/products/materials/#/recyceltes-polystyrol/sustainable-better-cotton/pvc-and-phthalates/, accessed October 2016; and www.adidas-group.com/en/­sustainability/managing-sustainability/general-approach/ and http://www.adidas-group​.com/en/sustainability/planet/green-company/#/green-teams/, accessed October 2016.

18. See Alan S. Brown, “The Many Shades of Green,” Mechanical Engineering, January 2009, http://memagazine.asme.org/Articles/2009/January/Many_Shades_Green.cfm; and www-03​. ibm.com/financing/us/recovery/, accessed October 2016.

19. Based on information from “Local Insights Leasing to Globally Valid Innovations,” Coca-Cola India, May 7, 2015, www.coca-­colaindia.com/2015/05/07/local-insights-leading-globally-valid-­innovations/; “Coca-Cola Installs 1 Millionth HFC-Free Cooler Globally, Preventing 5.25MM Metric Tons of CO2,” January 22, 2014, www.coca-colacompany.com/press-center/press-releases/coca-­cola-installs-1-millionth-hfc-free-cooler-globally-preventing-525mm-metrics-tons-of-co2; and www.coca-colacompany.com/stories/position-statement-on-climate-protection; www.coca-­colacompany.com/stories/our-2020-­environment-goals-infographic and www.coca-colacompany.com/press-center/, accessed October 2016.

20. Information from “The North Face 2014 Sustainability Report,” http://neverstopexploring.com/2014/07/22/north-face-2014-­corporate-responsibility-report/, accessed September 2015; Leon Kaye, “The North Face Sustainability Report,” Triple Pundit, July 29, 2014, www.triplepundit.com/2014/07/the-north-face-sustainability/; and www.­thenorthface.com/about-us/responsibility.html, accessed October 2016.

21. See www.thenorthface.com/about-us/responsibility.html, accessed October 2016.

22. See “Johnson & Johnson’s Share of the Baby Care Market Worldwide from 2013 to 2021,” Statista, www.statista.com/­statistics/258429/johnson-und-johnsons-share-of-the-baby-care-­market-worldwide/, accessed October 2016; Jack Neff, “Johnson’s Baby Turns to Social-Media Transparency to Woo Millennial Moms,” Advertising Age, July 30, 2014, www.adage.com/print/294376; “Our Promise,” www.johnsonsbaby.com/difference/our-promise, accessed October 2016; and “The IKEA Way,” www.ikea.com/ms/en_SA/about_ikea/the_ikea_way/index.html, accessed October 2016.

23. “SC Johnson’s CEO on Doing the Right Thing, Even When It Hurts Business,” Harvard Business Review, April 2015, pp. 33–36; and “We Commit to What Matters Most,” http://scjohnson.com/en/commitment/overview.aspx, accessed October 2016.

24. See Transparency International, “Bribe Payers Index,” www​. transparency.org/research/bpi/overview; and “Global Corruption Barometer 2013,” www.transparency.org/gcb2013. Also see Michael Montgomery, “The Cost of Corruption,” American RadioWorks, http://americanradioworks.publicradio.org/features/corruption/, accessed October 2016.

25. See www.marketingpower.com/AboutAMA/Pages/Statement%20of%20Ethics.aspx, accessed October 2016.

26. See https://abc.xyz/investor/other/google-code-of-conduct.html, accessed June 2016.

27. David A. Lubin and Daniel C. Esty, “The Sustainability Imperative,” Harvard Business Review, May 2010, pp. 41–50; and Roasbeth Moss Kanter, “It’s Time to Take Full Responsibility,” Harvard Business Review, October 2010, p. 42.

i This is derived by rearranging the following equation and solving for price: $\text{Percentage markup}=\left(\text{price}–\text{cost}\right)÷\text{price}.$

ii Again, using the basic profit equation, we set profit equal to $\text{ROI}\times \text{I}:\text{ ROI}\times \text{I}=(\text{P}\times \text{Q})–\text{TFC}–(\text{Q}\times \text{UVC})$. Solving for Q gives $\text{Q}=(\text{TFC}+(\text{ROI}\times \text{I}))÷\left(\text{P}–\text{UVC}\right)$.

iii U.S. Census Bureau, available at http://quickfacts.census.gov/qfd/states/00000.html, June 13, 2014.

iv See Roger J. Best, Market-Based Management, 4th ed. (Upper Saddle River, NJ: Prentice Hall, 2005).

v Total contribution can also be determined from the unit contribution and unit volume: $\text{Total}\text{contribution}=\text{unit}\text{contribution}\times \text{unit}\text{sales}$. Total units sold in 2017 were 595,238 units, which can be determined by dividing total sales by price per unit $(\text{\$}100\text{ million}÷\text{\$}168)$. $\text{Total}\text{contribution}=\text{\$}35.28\text{contribution per unit}\times 595,238\text{units}=\text{\$}20,999,996.64$ (difference due to rounding).

vi Recall that the contribution margin of 21% was based on variable costs representing 79% of sales. Therefore, if we do not know price, we can set it equal to $1.00. If price equals $1.00, 79 cents represents variable costs and 21 cents represents unit contribution. If price is decreased by 10%, the new price is $0.90. However, variable costs do not change just because price decreased, so the unit contribution and contribution margin decrease as follows: