Indice de autores A Aaker, David A., 296, 297 Abrams, Bill, 354 Acito, Franklin, 395 AGFA, 196 Ailawadi, Kusum, L., 297 Albion, Mark, 315, 326 Alcaly, Roger E., 123 Alchian, Armen, 354 ‘Amazon.com, 96, 132 American Airlines, 191, 192 American Hospital Supply, 223 Anderson, F. James C., 394 Anderson, Jr, M. J., 210 AOL.com, 95, 130-131, 190 Applebaum, William, 393 ‘Aramco, 130 Asher, Harold, 354 Assael, Henry, 394 AT&T, 131, 142 B Barclays, William D., 393 Barron, Penny, 396, 393 Bass Frank M., 210 Beaucamp, Tom. L., 416 Beaujon, George Behrmann, Neil, 296 Bell, David, 123, 124, 393 Benham, Lee, 295 Bennet, Sidney, 393 Bereson, Mark L., 393 Berss, Marcia, 152 Beswick, Charles, 296 Best, Roger, 295 BF Goodrich, 205 Blackman, Douglas A., 326 Blattberg, Robert C., 296, 297, 393 Blattbert, Robert, 296 Bolton, Ruth N., 326 Bonoma, Thomas V., 240 Borden, James P,, 37 Boring, R.A., 123 Boston Consulting Group (BCG), 335-336 Bowie, Normal E., 416 Bowman, Rusell, 296 Brandenburger, Adam, 152 Buzzell, Robert D., 297 Byrne, Harlan D., 326 Cc Calder, Bobby J., 395 Campbell, Margaret C., 124 Campbell, Donald T,, 393 Carlton, Jim, 325 Carpenter, Gregory S., 210 Cassady, Jn, Ralph, 270 Caterpillar Corporation, 172-173 Cattin, Philip, 394 Celeron, 135 Chakravarthi, Narasimhan, 269, 296 Chandon, Pierre, 297 Charnes, A., 354 Chiang, Jeonwer Churchill, Neil, 37 Clancy, Kevin J., 185, 394 Companies aéreas, 160 Compaq, 196, 299-300 Consumer Reports, 95 Cook, Thomas, 393 Cook, Victor, 209 Cooper, Arnold C., 210 Cooper, Robin, 37 Cooper, R. W., 354 Corey, E, Raymond, XVII, 15, 122, 185, 354 Cravens, David, 296 inart, Inc., 192 124, 393 D Davidow, David, 185 Day, George, 210 Dean, Joel, 185 Dell, 14, 196, 299-300 Della Bitta, Albert J., 122 Descuentos en, 190 Desiraju, Romarao, 270 Devinney, Timothy M., 295,326 Dhalla, Nariman, 209 Dickson, Peter, 124, 295 Dodson, Joe, 297 Dolan, Robert J., 270, 354 Doob, A., 122 Dowst, Somerby, 296 Dressmart.com, 190 Drucker, peter F, 15 Dunette, Marvin, 393 E EBay, 132 Elrod, Terry, 393 EMC, 193 Emshwiller, John R., 296 Enis, Ben, 123 Eppen, Gary D., 270, 297 Eskin, Gerald, 295, 296, 393 E-Trade.com, 95 F Farris, Paul W., 326 Firestone, 204, 205 Flint, Jerry, 124 Ford Motors, 56 Fraker, Susan, 355 Frank, Ronald E., 296, 393 Freemarkets.com, 169 Friedman, Thomas, 394 Fruhan, Jr., William E., 210 Fuld, Leonard M., 153224 inprce ve autores G Gabor, Andre, 123 Gardner, David, 123 Gateway, 299-300 Gedenk, Karen, 297 General Electric, 164 Ghosh, Avjt, 124 Gibson, Paul,296 Gladwell, Malcolm, 354 Glazer, Amihai, 295 Glover, Fred, 270 Glover, Randy, 270 Goldhar, Joe! D., 353 Gonsior, M. H., 123 Goodyear, 205-206 Goyder, D. G., 241 Granbois, Donald H., 123 Granger, Clive, 123 Green, Paul E., 394 Greenleaf, Bric, 122 Griffin, Abbie, 394 H Haddock, Rafael, 123 Hall, William, 210 Hamel, Gary, 15 Hamermesh, R. G., 210 Hanson, Ward A., 270 Harley-Davidson, 196 Harmer, Richard, 124, 185, 269 Harrigan, Kathryn Rudie, 211 Harris, J.T, 210 Hart, B, H. Lidell, 128, 152 Hartman®, 175 Hauser, John R., 394 Hawkins, Edward, 393 Heil, Oliver P, 153 Henderson, Bruce D., 354 Hewlett-Packard, 195 Hinkle, Charles, 297 Hirsch, Warner Z., 354 Hirshleifer, Jack, 270 Ho, Teck-Hua, 123 Hoch, S. J., 297 Holmes, William C., 416 Home Depot, 171 Hume, Scott, 297 I Iacocea, Lee, 5-6 IBM, 94, 191-192 Indulge.com, 190 Industria cervecera, 131 Intel, 14, 135, 171, 193 Internet, 104-106, 198 Intuit, 197 J Jackson, Barbara B., 122 Jacoby, Jacob, 123 Jaworski, Bernard, 15, 185 Jeep, 196, 197 Jelinek, Mariann, 353 Jelly Belly, 92 Jeuland, Abel P, 210, 326, 354 Johansson, Johnny K., 395 Johnson, Eric, 122 Jones, D. Frank, 394 Jones, John Philip, 297 K Kahneman, Daniel, 124 Kalapurkal, Rosemary, 295 Kanetkar, Vinay, 295 Kehoe, William J., 416 Kent, R.J., 297 Kessel, Reuben, 269 Kennear, Thomas C., 393, 394 Knetsch, Jack L., 124 Kohli, Ajay, 15, 185 Kolassa, E. M., 207, 211 Koselka, Rita, 152 Kotler, Philip, 173, 210 Krieg, Peter C.,185 Krishnamurti, Lakshman, 295 Kruskal, J. B., 394 L LabPoint, 300 Lacaniak, Gene R., 416 Lakiani; Chet, 354 Langvardt, Arlem W., 153 Laurent, Gilles, 297 Leamer, Edward E., 393, 395 Leavitt, Harold, 123, Leone, Robert P, 295 Levine, David M., 393 Levitt, Theodore, 209-210, 354, 355 Lexus, 196 Lieberman, Joshua, 297 Loctite, 91 Lorenzo, Joe, 270 Louis Vuitton, 175 Low, George S., 297 M Machlup, Fritz, 326 Mack, Toni, 296 MacMillan, lan C., 394 Madden, Thomas, 124 Maher, Philip, 210 Marn, Michael, 232, 240 Martin, R. Kipp, 270 Massy, William, 296, 393 Matins, Marielza, 124 McCollough, James, 395 McGrath, Rita Gunther, 394 MeWilliams, Gary, 354 Meyers, John G., 296 Michaels, Ronald E., 210 Michelin, 103 Microsoft, 96-97 Mohr, Jakki J., 297 Moore, David J., 123 Monroe, Kent, 122-124 Morrison, David, 15 Morwitz, Vicki, 122 Montgomery, David, 296, 394 Mulhern, Francine, 295 Murphy, Patrick E., 416 Mustang sports car, 6 N Nagle, Tom, 36, 122, 295 Nakamoto, Kent, 210 Nalebutt, Barry, 152 Narus, James A., 394 Neale, A. D., 241 Neslin, Scott A., 124, 296, 297 Nevin, John J., 210, 394 New York Times, 14eT Nigut, Sr., William, 296 Nonaka, Ikujiro, 395 Nortel Nerworks, 180 Northwest Airlines, 163 Norton, David, 15 Novak, Kenneth, 295 oO Ohmae, Kenichi, 152 Olshavsky, Richard W., 122, 123, 210 Olson, Jerry, 123 One Rate™ plan, 142 Orkin, Eric B., 270 is Pargett, Daniel ,, 295 Padmanabhan, V., 124, 393 Parhalad, C. K., 15 Peckelman, Dove, 394 Periédicos, 162-163, Porter, Michael E., 15, 130, 152, 210, 353, 354 Prasad, V. Kanti, 295, 296 Premier, 196 Primeaux, Walter J., 269 Professional Pricing Society, XVII Q Quad, 14 Qualls, William, 210 Quelch, John A., 297 R Raj, S. B, 295, Rao, Vothala, 123, 394 Recuadro 13-4: Un estudio de analisis conjunto: los mejores precios y atributos de un nuevo hotel, 377-379 Recuadro 13-5: Modelo de optimizacion de la rentabilidad utilizando una encuesta de elecciones discretas, 380-383 Reed, Robert, 297 Ricci, Claudia, 326 Ring, L. Winston, 296 Rogers, Everett M., 210 Rolando, Polli, 209 Robinson, Bruce, 354 Robinson, patrick J., 394 Rosiello, Robert, 232, 240 Russo, J. Edward, 123 Ss Saab, 175 Sahay, Arving, 15, 185 Salmon, Walter J., 297 Scherer, Frederic,353 Schmalensee, Richard, 185 Schmitt, Bill, 325 Schoemaker, Paul, 123 Schwadel, Francine, 152 Schwartz, Peter, 326 Scott, C. A., 297 Sears, 140 Segal, Madhav N., 395 Semlow, W., 296 Sen, Subrata K., 296, 394 Seven Cycles, 198 Shankar, Venkatesh, 326 Shapiro, Benson P, 122, 123 Shapiro, Roy D., 354 Sharman, Graham, 354 Sherman Act, 402-403 Skinner, Wickham, 354 Shoemaker, F. Floyd, 210 Shoemaker, Robert W., 124 ‘Shugan, Steve M., 270, 295, 326 Shulman, Robert S., 394 Singhal, Vinod R, 37 Skytel, 91 Slywotzky, Adrian, 15 Smallwood, John E., 210 “Smith, Gerald, 37, 122 Solman, Paul, 394 Southwest Airlines, 14 Spears, Richard, 393 Stafford, James, 123 Steiner, Peter O., 270 Steiner, Robert, 326 Stern, Louis W., 416 Sternthal, Brian, 297 Lasts INDICE DE AUTORES Stigler, George, 270 Jom) .oollf Stocking, G. W., 270 ‘ T ‘Taber, Martha, 326 ‘Tang, Christopher, 123 Taylor, James R., 393, 394 Telser, Leslie, 326 Terry, Larry, 326 Tesco, 190 Thaler, Richard, 124 Thailer, Richard H., 124 Tull, Donald, 123 Tully, Shawn, 353 Tiinel del Canal, 255-256 Turney, Peter B. B., 37 ‘Tversky, Amos, 124 Tybout, Alice, 297 U Urbany, Joel E., 124, 295 USBuild.com, 300 Vv ‘Vaseline Lip Therapy®, 91 van Leer, R. Karl, Velasquez, Manuel Vileassim, Naufel J., 269 w ‘Wal-Mart, 14, 140 Walters, Rockney G., 295 ‘Walton, Clarence C., 416 ‘Wansink, Brian, 297 ‘Watkins, M. W., 270 Watterau, Inc., 202-203 ‘Wausau Paper Mills, 131 Weinberg, Charles B., 295 Weiss, Doyle L., 295 White, William H., 210 Wilkinson, 1. B., 393 Williams, Monci Jo, 297 Winer, Russell S., 393 Wisniewski, K., 393 Wittink, Dick R., 269, 296, 394