African Americans, 485

behavioral segmentation, 51–52

cultural segments, 483–484

demographic segments, 483–484

identifying, 469–470

regional markets, 482–483

segmentation bases, 51–53

advantages of strong brands, 41

brand equity and, 450

buzz marketing, 219

cause marketing for brand equity, 395–398

consumer response to, 488–489

creating ROI from, 351

crisis marketing, 476–478

dashboards, 280–281

experiential marketing, 153–154

future priorities, 533–534

green marketing, 397–398

integrating programs and activities, 151–159

managing marketing partners, 285–286

marketing assessment system, 284

one-to-one marketing, 156–157

organizational design for, 283–285

permission marketing, 157–158

personalizing of, 153–158

perspectives on, 150–151

relationship marketing, 154–155

social media. See Social media

word-of-mouth, 218–219

billboards and posters, 201–202

brand extensions, 409

brand-building communications, 191–193

challenges in, 191–193

database marketing, 201

defining, 190

direct response, 200

effectiveness of, 192

event marketing and sponsorship, 211–216

ideal ad campaign, 193

industrial/business-to-business products, 541

information processing model, 192–193

interactive, 208–211

mobile marketing, 216–218

movies, airlines, lounges, other places, 202

multiple communications, 193

new media environment, 191–193

online ads, 208–210

options for, 190

pitfalls in, 192

point of purchase, 203–204

print, 198–200

product placement, 203

promotion, 204–208

public relations and publicity, 218

radio, 197–198

strengthening communication effects, 223

television, 194–197

web sites, 208

brand extensions, 409, 429–430

brand line campaigns, 388

brand positioning and, 270–271

corporate image campaigns, 387–389

cost advantages in global program, 487

investment in, 101

optimal marketing program, 429–430

reinforcing brands with, 456–462

for strong brand, 526–528

uniformity in, 487

applications, 338–339

critique of, 339