1. Rachel Arthur, “Gatorade, Powerade & BodyArmor: How PepsiCo and Coca-Cola Are Playing in the Sports Drink Category,” BeverageDaily, William Reed, updated March 25, 2021, https://www.beveragedaily.com/Article/2021/03/25/Gatorade-Powerade-BodyArmor-How-PepsiCo-and-Coca-Cola-are-playing-in-the-sports-drink-category.

2. Arthur, “Gatorade, Powerade & BodyArmor.”

3. Darren Rovell, First in Thirst: How Gatorade Turned the Science of Sweat into a Cultural Phenomenon (New York: AMACOM, 2006).

4. Georgie Heath, “Tennis Legend Serena Williams Stars Alongside Lionel Messi, Michael Jordan and Usain Bolt in New Ad,” NewsChain, Not a Newspaper, February 25, 2020, https://www.newschainonline.com/news/tennis-legend-serena-williams-stars-alongside-lionel-messi-michael-jordan-and-usain-bolt-in-new-ad-4408

5. “How Gatorade Ran It Back to ’98 with #Game6Live,” Marketing, Twitter, accessed May 7, 2022, https://marketing.twitter.com/en/success-stories/gatorade-game6live-twitter.

6. “Definitions of Marketing,” American Marketing Association, last modified July 12, 2022, https://www.ama.org/the-definition-of-marketing-what-is-marketing/.

7. Marketing and the 7Ps: A Brief Summary of Marketing and How It Works (Maidenhead, UK: The Chartered Institute of Marketing, 2009), https://www.thensmc.com/sites/default/files/CIMpercent207Pspercent20Resource.PDF

8. “The Purpose of Marketing,” Business, Tutor2u, updated March 22, 2021, https://www.tutor2u.net/business/reference/the-purpose-of-marketing.

9. “Internal Marketing: What It Is and Why You Need It,” Martyn Bassett Associates Blog, Martyn Bassett Associates, March 4, 2021, https://www.mbassett.com/blog/internal-marketing.

10. Hitesh Bhasin, “What Is Form Utility? Definition, Meaning and Examples,” Marketing91, February 1, 2020, https://www.marketing91.com/form-utility/.

11. “Marketing Process: 5 Steps of Marketing Process,” iEduNote, last modified October 16, 2020, https://www.iedunote.com/marketing-process.

12. “Who Owns Volkswagen?,” Lindsay Volkswagen of Dulles, last modified March 1, 2022, https://www.lindsayvolkswagen.com/who-owns-volkswagen/.

13. Ana Khlystova, “5 Steps to Creating a Customer-Driven Marketing Strategy,” HelpCrunch Blog, HelpCrunch, July 2, 2019, https://helpcrunch.com/blog/customer-driven-marketing-strategy/.

14. “Value Proposition,” Corporate Finance Institute, CFI Education, updated February 27, 2022, https://corporatefinanceinstitute.com/resources/knowledge/strategy/value-proposition/.

15. Mark Boedecker, “Value = Benefits/Cost,” Direct from Midrex, Midrex Technologies, September 2020, https://www.midrex.com/commentary/value-benefits-cost/.

16. Melissa Traynor, “Building Profitable Customer Relationships,” Small Business Success Blog, SCORE, June 27, 2019, https://sanluisobispo.score.org/blog/building-profitable-customer-relationships.

17. “What Is Customer Equity: Definitive Guide,” Internet Marketing 101, SendPulse, updated August 27, 2021, https://sendpulse.com/support/glossary/customer-equity.

18. “Magazine Advertising: A Primer,” Resources for Entrepreneurs, Gaebler Ventures, accessed January 4, 2022, https://www.gaebler.com/Magazine-Advertising.htm.

19. “How to Use the 5 M’s of Marketing to Review Internal Resources,” Oxford College of Marketing Blog, Oxford College of Marketing, last modified April 13, 2019, https://blog.oxfordcollegeofmarketing.com/2018/06/25/how-to-use-the-5-ms-of-marketing-to-review-internal-resources/.

20. Oxford College of Marketing, “Use the 5 M’s.”

21. Ibid.

22. Kellie Wong, “Organizational Culture: Definition, Importance, and Development,” Engage (blog), Achievers, May 7, 2020, https://www.achievers.com/blog/organizational-culture-definition/.

23. Gustavo Razzetti, “How Zappos Designs Culture Using Core Values,” Culture Design Blog Posts, Fearless Culture, December 9, 2019, https://www.fearlessculture.design/blog-posts/zappos-culture-design-canvas.

24. Katie Canales, “Tony Hsieh, the Late Former CEO of Zappos, Famously Pioneered the Concept of Paying New, Unhappy Employees $2,000 to Quit in Order to Maintain a Happy, Productive Workforce,” Insider, November 30, 2020, https://www.businessinsider.com/zappos-tony-hsieh-paid-new-workers-to-quit-the-offer-2020-11

25. Krystie Lee Yandoli, “Ellen DeGeneres Is Ending Her TV Show after Allegations of Sexual Misconduct and a Toxic Workplace,” BuzzFeed News, May 12, 2021, https://www.buzzfeednews.com/article/krystieyandoli/ellen-degeneres-show-ending.

26. Laura Click, “How a Strong Company Culture Dramatically Improves Your Marketing,” Blue Kite, last modified October 13, 2016, https://flybluekite.com/successful-marketing-relies-well-defined-company-culture/.

27. Toma Kulbytė, “Key Customer Experience Statistics You Need to Know,” SuperOffice Blog, SuperOffice, updated June 24, 2021, https://www.superoffice.com/blog/customer-experience-statistics/.

28. Bill Taylor, “Why Zappos Pays New Employees to Quit—and You Should Too,” Harvard Business Review, May 19, 2008, https://hbr.org/2008/05/why-zappos-pays-new-employees.

29. Julianna Young, “7 Zappos Amenities That Boost Employee Happiness,” Zappos.com Culture Blog, Zappos.com, June 12, 2019, https://www.zappos.com/about/stories/employee-happiness-amenities.

30. “The Impact of Micro and Macro Environment Factors on Marketing,” Oxford College of Marketing Blog, Oxford College of Marketing, last modified November 8, 2021, https://blog.oxfordcollegeofmarketing.com/2014/11/04/the-impact-of-micro-and-macro-environment-factors-on-marketing/.

31. “What Is PESTLE Analysis? An Important Business Analysis Tool,” PESTLE Analysis, last modified November 23, 2021, https://pestleanalysis.com/what-is-pestle-analysis/.

32. Megan Cerullo, “Product Shortages and Soaring Prices Reveal Fragility of US Supply Chain,” CBS News, CBS Interactive, April 13, 2022, https://www.cbsnews.com/news/product-shortages-inflation-supply-chain-2022/.

33. Gregg Logan and Todd LaRue, “Marketing to Baby Boomers One More Time,” The Advisory, May 30, 2019, https://www.rclco.com/publication/marketing-to-baby-boomers-one-more-time/.

34. Thomas Bush, “PESTLE Analysis: Technological Factors Affecting Business,” PESTLE Analysis, July 11, 2016, https://pestleanalysis.com/technological-factors-affecting-business/.

35. “The Marketing Concept,” OpExWorks.com Knowledge Base, OpExWorks Solutions, accessed May 7, 2022, http://www.opexworks.com/KBase/OpExWorks.com_Knowledge_Base.htm#Marketing_Management/The_Marketing_Concept.htm

36. Theodore Levitt, Marketing Myopia (Boston: Harvard Business Press, 2008).

37. “Societal Marketing Concept: Definition, Advantages, Examples,” iEduNote, last modified June 13, 2021, https://www.iedunote.com/societal-marketing-concept.

38. “Needs: Meaning, Importance, Types & Example,” MBA Skool, updated August 15, 2021, https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/1916-needs.html.

39. Jonathan R. Ferrer, “The Great Controversy: Does Marketing Create or Satisfy Needs?,” LinkedIn, May 25, 2015, https://www.linkedin.com/pulse/great-controversy-does-marketing-create-satisfy-needs-r-ferrer-mba-5/.

40. “Value Proposition,” Glossary, ProductPlan, last modified June 2, 2021, https://www.productplan.com/glossary/value-proposition/.

41. Bill Ragan Roofing Company (website), accessed July 18, 2022, https://www.billraganroofing.com/.

42. Ramona Sukhraj, “21 Value Proposition Examples That Every Marketer Can Learn From in 2021,” Newest Insights (blog), IMPACT, June 3, 2021, https://www.impactplus.com/blog/value-proposition-examples.

43. Sukhraj, “21 Value Proposition Examples.”

44. Ibid.

45. Wesley Chai, Tim Ehrens, and Karolina Kiwak, “CRM (Customer Relationship Management),” SearchCustomerExperience, TechTarget, September 25, 2020, https://www.techtarget.com/searchcustomerexperience/definition/CRM-customer-relationship-management.

46. “Salesforce Ranked #1 in CRM Market Share for Eighth Consecutive Year,” News & Insights, Salesforce, December 16, 2021, https://www.salesforce.com/news/stories/salesforce-ranked-1-in-crm-market-share-for-eighth-consecutive-year/.

47. “A Brief on Three Types of CRM: Operational, Analytical, Collaborative,” OroCRM Blog, Oro, April 1, 2020, https://oroinc.com/orocrm/blog/a-brief-on-three-types-of-crm-operational-analytical-collaborative/.

48. Oro, “Brief on Three Types.”

49. Ibid.

50. “How CRM Can Help in Strengthening Customer Loyalty,” Commence CRM Blog, Commence, July 26, 2020, https://commence.com/blog/2020/07/26/crm-strengthening-customer-loyalty/.

51. Commence, “How CRM Can Help.”

52. Ibid.

53. Ibid.

54. Lindsey Peacock, “7 Innovative Customer Loyalty Programs to Keep Them Coming Back,” Ecommerce Marketing Blog, Shopify, June 22, 2022, https://www.shopify.com/blog/loyalty-program.

55. “What Is Ethical Marketing? Complete Guide,” Lapaas Digital, September 11, 2020, https://lapaas.com/ethical-marketing/.

56. “56percent of Americans Stop Buying from Brands They Believe Are Unethical,” Mintel Press Office, Mintel, November 18, 2015, https://www.mintel.com/press-centre/social-and-lifestyle/56-of-americans-stop-buying-from-brands-they-believe-are-unethical.

57. “5 Brands That Used Transparency in Marketing and Won,” The Alida Journal (blog), Alida, July 8, 2016, https://www.alida.com/the-alida-journal/5-brands-employed-transparency-marketing-and-won.

58. Eriq Gardner, “Vizio Can’t Dodge Claims Its TVs Spy on Viewers,” The Hollywood Reporter, July 26, 2017, https://www.hollywoodreporter.com/business/business-news/vizio-cant-dodge-claims-tvs-spy-viewers-1024438/.

59. “When Silence Is the Best Response on Social Media,” Insights & News, BRG Communications, February 28, 2019, https://brgcommunications.com/when-silence-is-the-best-response-on-social-media/.

60. Ashley Lombardo, “5-Hour Energy Found Guilty of Misleading Advertising,” MedTruth, April 25, 2017, https://medtruth.com/articles/news/5-hour-energy-misleading-advertising/.

61. Karl Kronenberger, “You Can Sue Your Competitor for False Advertising,” News & Articles, Kronenberger Rosenfeld, September 20, 2018, https://krinternetlaw.com/news/article-detail/you-can-sue-your-competitor-for-false-advertising.

62. Arezou Naeini et al., “Case Study: How TOMS Shoes Made a Cause the Centre of Its Activities,” Business Today, June 7, 2015, https://www.businesstoday.in/magazine/lbs-case-study/story/toms-shoes-shoes-for-free-cause-marketing-strategy-case-study-49364-2015-05-22.

63. TOMS Shoes, TOMS Impact Report: 2019–2020, 2021, https://www.toms.com/on/demandware.static/-/Library-Sites-toms-content-global/default/pdfs/TOMS_Impact_Report.pdf.

64. “Our History,” Dancing Goats Coffee, https://www.dancinggoats.com/pages/our-history; Rachel Sanchez, “Two Names No More: Batdorf & Bronson Becomes Dancing Goats Coffee In Company Rebrand,” Thurston Talk, March 24, 2022, https://www.dancinggoats.com/blogs/blog/two-names-no-more-batdorf-bronson-becomes-dancing-goats-coffee-in-company-rebrand-by-rebecca-sanchez; “Well-Known Olympia Coffee Business Changes Its Name,” The Olympian, April 29, 2022, https://www.theolympian.com/