The Marketing Book 5th Edition

824 Index

Neural networks, 198, 219, 220, 221,
223
‘New’ lifestyle segmentation, 263–4
‘New marketing’, 28, 246, 308, 396
New media, 420–2, 424, 573, 640–2
New for old promotions, 679
New product development (NPD),
102, 120, 314–41
added value, 308
brand value, 300, 301
conjoint analysis, 203, 204
e-marketing, 654
early adopters, 297
multiple convergent approach,
331–3
qualitative research, 181
stages of, 316–22
strategy, 316–18
usefulness of models, 322–31
New Zealand, 412, 779
Newly industrialising countries, 15
News media, 453
Newsgroups, 641
Newsom-Smith, N., 175
Newspapers, 430, 452, 719
Next, 567, 783
Next Directory, 802
NGOsseeNon-governmental
organizations
Niche marketing, 63, 64, 65–6, 171,
396
competitive advantage, 101, 103
green, 736
SMEs, 761
Nike, 301, 316, 379, 385, 694, 731
Nilson, T. S., 396
Nine Ps, 474
Nisa/Today, 780
Nissan, 495
NMSseeNon-metric
multidimensional scaling
Nominal scales, 186
Non-comparative rating scales,
187
Non-governmental organizations
(NGOs), 731, 734, 735
Non-linear models, 234, 239, 240
Non-metric multidimensional scaling
(NMS), 203
Non-price competition, 778
Non-price instruments, 349
Non-probability sampling techniques,
191–2
Non-profit marketing, 697–8
Non-profit organizations, 288
Non-task-related models, 152
Non-verbal communications, 403
NOP, 421
NOPAT seeNet operating profit after
tax
Nortel, 320
Novak, G. J., 406

Novak, T. P., 641

Novelli, Bill, 696

NPDseeNew product development

Numeric merchandising, 796

Objective-and-task method, 429

Objectives, 89, 110, 112, 369, 449

see alsoTargets

brand, 387–8, 392

cause-related marketing, 670, 674,

681, 682, 683

communications strategy, 308

e-marketing, 648–50, 665

financial, 505, 506–7, 515, 516, 517,

528

integrated marketing

communications, 406

linear programming, 232

market research, 181, 184

organizational buying, 152

sales promotion, 461, 478

social, 291

social marketing, 700, 708

strategic marketing plan, 90, 93–4,

95, 96, 107

Objectivity, 173

Observation, 173, 179–80

O’Donoghue, Dan, 400

O’Donohue, S., 22

O’Driscoll, T., 319–20

Oechsle, S., 385

Office layout, 387

Ogilvy, David, 460

Ohmae, Kenichi, 58, 611, 612, 615

Older people, 402

Oligopoly, 10, 352

Olins, Woolf, 409

OLSseeOrdinary least-squares

regression

Olsen, R. F., 164

Olympus Sportsworld, 788

O’Malley, Lisa, 32–52

On-line promotions, 461, 468, 469,

476, 479

On-line purchasing, 643, 644, 658

On-line value proposition (OVP), 655,

661

On-pack promotion, 748–9

One-2-One, 476

One-to-one marketing, 77, 89, 165,

246, 248, 272–7, 402

customer intimacy, 308

Dell Computers, 311

e-marketing, 641

micromarketing, 790

transactional data, 266

Opal Fruits, 403

Operational excellence, 308

Operational planning, 97, 99, 100, 110,

113–14

Operational research seeDeterministic

operational research methods

Operations managers, 606

Opinion leadership, 247, 256, 277

Opportunism, 769

Opportunities, 172, 174

competitor analysis, 528

customer relationship management,

540

e-marketing, 637

foreign markets, 621

strategic objectives, 288

SWOT analysis, 90, 93, 96, 99, 100,

104

venture marketing organization,

543

Opportunity cost of capital, 292, 295,

297–8

Optimality, 79

Order fulfilment, 488–9

Ordinal scales, 186

Ordinary least-squares (OLS)

regression, 208–10, 212

Organic structures, 335

Organizational buying, 142–70

models, 152–65

structures, 144–52

Organizational (corporate) culture,

368, 497, 534, 536

see alsoCulture

branding, 374–5, 380, 384, 386–7,

392

changing, 551, 556

corporate branding, 374–5, 380

internal marketing, 553, 558

Organizational stretch, 533, 534–6,

557

Organizational structure, 334–6, 506,

537

customer-based, 543

decision-making, 153

integrated marketing

communications, 411, 413

marketing finance managers, 528

restructuring, 542, 651

strategic marketing planning,

111–12, 115

Osgood, C. E., 188

Otker, T., 127

Otto Versand, 802

Ottum, B. D., 322

Outdoor advertising, 430

Outsourcing, 15, 143, 163, 390, 665,

751

see alsoSubcontracting

Ovaltine, 22

Overplanning, 110, 112–13

Overriders, 97

OVPseeOn-line value proposition

Own brands, 792–3, 794

Ownership, 591, 594, 618

Oxenfeldt, A. R., 344, 345