... 4–5pay-for-performance basis, 63Alberto Culver, 51Allied Van Lines, 75Amazon.com, 12, 84, 146, 155American Airlines, 33American Express, 14, 71America Online (AOL), 86Analytics, 80–82Anchoring, ... mini-markets and your companynow has the capability of marketing to one customer at a time.• From owning assets to owning brands. Many companies are be-ginning to prefer owning brands to owning ... a value-adding cost.184Marketing Insights from A to Z ord of Mouth185No ad or salesperson can convince you about the virtues of a productas persuasively as can a friend, acquaintance, past...