Putting People First, 458–60
recruitment problems, 461–2
relationship marketing
programme, 482–5
Saatchi & Saatchi advertising
campaigns, 456–7, 489
sustaining success, 471, 477–81
union influence, 487
Virgin Atlantic libel case, 485–6
British Caledonian, BA competitor,
461
Buyer, definition, 34
Cafédirect (case study 3.2):
brand launch, 201–204
building consumer value,
200–201
company development, 179–80,
196–9
identifying consumer value,
199–200
launch postscript, 206
Safeway as market entry
selection, 205
supermarket distribution,
204–206
Car manufacturers:
building consumer
relationships, 41
decision-making units, 43
sales market, 97–9
CARESS (customer analysis and
retention system), British
Airways, 484
Carlton Electronics (case study 2.2):
background, 75–6
customer service survey, 76–8
trade markets differing
demands, 55–6
Catalyst programme seeRover
Group (case study 2.4)
Charities Aid Foundation, 144
Charity Associations Fund (CAF),
142
Charity Commission of England
and Wales, 142
Charity industry:
competition, 135–45
donations levels, 143–5
donor fatigue, 159
effect of Lottery, 144
fund-raising, 144–5
legal requirements, 142–3
overview, 135–7
political activity, 143
Churchill Insurance, direct
marketing, 115
Cisco Systems, recruitment process,
308
Civil Aviation Authority (CAA),
460–61
Club Med (case study 5.1), 328–9,
335–6
American zone office, 343–4
background, 337
history of American zone,
337–40
recruiting for American zone,
344–8
recruiting improvement options,
348–50
village organization, 340–3
Club-type approach to customers,
54
Clubcard seeTesco (case study 2.3)
Co-branding, Tesco Clubcard Plus,
90
Co-Managed Inventory (CMI), 172
Coffee production, 196, 197
Company base development, 227
Company-initiated customer
referrals, 227–8
Competitive advantage, 165
Competitor influence markets, 242
Competitor/firms alliances, 16
Consumer:
definition, 34–5
marketing approach, 16502 Index