... Marketing Insights from A to Z ships, and the like. The aim of the experiential marketer is to add dramaand entertainment to what otherwise might pass as stale fare.Thus we enter Niketown to ... theaggressive player, the high-jumping player, and so on.Growth Strategies 71(EVA), market capitalization, and cost of capital must be as familiar to them as sales, market share, and gross margins.Companies ... Roberto Goizueta told his company, Coca-Cola, thatwhile Coca-Cola had a 35 percent share of the soft drink mar-ket, it had only a 3 percent share of the total beverage marketand it needed to...