In10

Sawyer, Alan, 557, 800, 809 SBC Communications, 384 Scarborough Reports, 328, 439 Schenker, Jonathan, 573 Schibsted, Evantheia, 462 Schiffer, Claudia, 265 Schiffman, Betsy, 764 Schiffman, Leon G., 797 Schmuckler, Eric, 327, 803, 809 Schnatter, John, 727 Schnucks, 649 Schnuer, Jenna, 806 Schram, Wilbur, 798 Schreiber and Associates, 446 Schroer, James, 231, 802 Schultz, Don, 9, 210, 795, 796, 797, 801, 802, 812 Schultz, J., 814

Schumann, David W., 799, 811 Schwab, Charles, 171 Schwartz, John, 495 Schwarzenegger, Arnold, 170 SCI FI Channel, 365 Scient, 137

Scientific American, 315 Scientific International, 490 Sciglimpaglia, Don, 450, 806 Scope, 51

Scorsese, Martin, 179 Scott, Linda, 286, 804 Screen Actors Guild, 78 Screen Vision, 450 Seagram, 645, 647, 709 Sean John, 493 Searle, 572

Sears, Roebuck & Co., 17, 45, 51, 55, 89, 106, 117, 360, 363, 446, 448, 494, 517, 602, 645, 753 Sears, Warren, 463 Seattle Mariners, 457 Sebastian, Pamela, 819 Secunda, Eugene, 795 Seeter, Bob, 810 Sega, 197, 247, 448 Seger, Bob, 288 Seglin, Jeffrey L., 811 Seguin, Sharon, 811 Segunda Juventud, 46, 48 Segway, 563, 567, 568 Seibel Systems, 602 Seiko, 128, 437, 586 Seiler, Christine A., 115 Seinfeld, Jerry, 176 Self, 314, 315, 396, 404 Sellers, Patricia, 796, 814 Sensormatic, 586 Sentara Health Systems Inc., 466 Sequeria, Ian K., 809 Serafin, Raymond, 810, 814 Sethi, Prakash, 810 Settle, Robert E., 800, 802, 811 Seventeen, 106, 315, 397, 403 Shakira, 574 Shanahan, Laura, 452 Shansby, J. Gary, 52, 796 Shape, 314, 315, 403, 407 Shapiro, Benson P., 809 Sharma, Subhash, 812 Sharp Electronics, 493 Sharper Image, 455, 475, 486 Shatner, William, 276 Shavitt, Sharon, 816 Shaw, David, 818 Shaw-Garlock, Glenda, 767, 818 Sheehan, Kim Bartel, 808 Sheen, Martin, 597 Shell, 130

Sheth, Jagdish N., 797, 798, 807 Shields, Todd, 327 Shimp, Terence A., 800, 809, 812 Shin, Jeongshin, 812 Shirer, Michael, 807, 808 Shiver, Jube, Jr., 382 Shoenberger, Chana R., 807 Showtime, 451 Siebel Systems, 615, 616 Siegel, Michael, 815 Siemens, 660 Sierra Club, 480 Siklos, Richard, 806 Silk, Alvin J., 798, 799 Silk Soymilk, 181 Siltanen/Keehn, 91 Silverglade, Bruce, 815 Silverstein, Rich, 259, 260, 759 Simmons Market Research Bureau, 305, 306-309, 310, 314, 315, 328, 329, 334, 408, 422, 437, 448, 471, 472, 504, 650 Simon, Julian, 214, 802, 810 Simon, Mark, 818 Simon, Raymond, 579, 809, 810 Simon Marketing, 539 Simpson, Edwin K., 810 Simpson, O.J., 175 Sims Snowboards, 285, 286 Sirius Satellite Radio, 382 Skechers, 407, 642 Ski Magazine, 315 Skiing, 322 Skin Diver, 393 Sky Magazine, 455 Sky Television, 689 SkyTel, 201 SKY-TV, 454, 456 Skyy vodka, 68, 265-266, 277 Slack, Steve, 806 Slate, Jeremy, 812 Slatky, Tom, 97 Sloan, Pat, 805 Smirnoff, 710 Smith, Anna Nicole, 371 Smith, Greg, 495 Smith, Jane, 795 Smith, Kerry J., 809 Smith, Robert, 153, 798 Smith, Scott, 816 Smithsonian, 315, 403 Smitty's, 649

Sneiden, Hank, 243, 802

Snoop Dog, 197, 381

Snowboarding, 394

Snyder, Adam, 449, 806

Snyder, Wally, 223, 779

Soap Opera Digest, 315, 612

Soley, Lawrence, 770, 800, 818

Solomon, Michael, 142, 796, 798, 800, 818

Song, Sora, 806

SONICblue, Inc., 349-350

Sony Ericsson, 431

Sony Pictures Entertainment, 300

Sorenson, Ralph Z., 813

SOUP (Students Opposed to Unfair

Practices), 732 South African Breweries, 659 Southern California Edison, 589 Southern Living, 315, 396, 403 Southwest Airlines, 56, 63, 72, 118, 587 space, 402-403 SPAR Marketing Force, 438 Spears, Britney, 175, 197, 271, 495, 625, 675 Speck, Paul Surgi, 801 Speer, Lawrence, 697, 813 Spencer, Dale R., 817

Spic and Span, 59 Spin, 266, 391, 736, 752 Spinner, 97 Sport, 314

Sporting Goods Dealer, 407

Sporting News, 315

Sports Afield, 188, 314, 315

Sports Channel America, 366

Sports Illustrated, 315, 326, 396, 397, 403,

736, 752 Sports Illustrated for Women, 404 Spotts, Harlan E., 795 Sprewell, Lattrell, 165-166 Springer, Jerry, 770 Sprit Corp., 17, 38 Srinivasan, Kalpana, 116, 815 St. Paul Cos., 588 Stabler, Ken, 165, 166 Staelin, Richard, 800 Stafford, James, 798 Stagg Chili, 279-280 Stamler, Bernard, 462 Stanaland, Andrea J.S., 800 Stance, 397

Standard Rate & Data Service, 334, 384, 393, 394, 395, 398, 405, 406, 408, 421, 422, 438, 471 Stanford Research Institute, 49 Stanley, T.L., 452 Stapel, Jan, 811 Star, 315, 394

Starch INRA Hooper, 334, 520

Starcom Media Vest Group, 78, 80

StarKist, 271, 280

State Farm Insurance, 195, 384

Statistical Research Inc. (SRI), 300, 376, 448

Stearns, James, 818

Steel, Jon, 247, 803

Stein, Nicholas, 415

Steiner, Robert, 213, 777, 802, 819

Steinhagen, Tom, 809

Steortz, Eva, 453

Stephens, Debra, 817

Stereo Review, 395

Sterling Group, 354

Stern, 224

Stern, Barbara B., 803, 818

Stern, Bruce L., 818

Sternthal, Brian, 799, 800, 801

Stevens, Carl G., 810

Stevenson, Thomas H., 818

Stewart, Martha, 581

Stimler, Mike, 450

Sting, 288, 289

Stix, Louise, 294, 295

Stolberg, Sheryl, 815

Stolichnaya Vodka, 265, 266

Stoltman, Jeffrey J., 814

Stoughton, Susie, 810

STP Corp., 732

Strang, Roger A., 809

Strata Marketing, Inc., 329

Strategic Planning Institute, 61

Stratmar Systems, 438

Streep, Meryl, 427, 806

Street, Picabo, 141

Stroh Brewing Co., 756

Strout, Erin, 223, 616, 810

Stuff, 391, 397, 409

Suave, 257

Subaru, 207

Successful Farming, 394 Sugarman, Margo, 813 Sultan, Ralph G.M., 819 Sumner, David F., 818

Sun Microsystems, 582, 615

Sunflower Group, 528

Sunkist, 222

Sunset, 315, 396

Sunsplash Amusement Park, 435

Suntory Ltd., 660

Super Valu, 649

Supermarket Communications Systems, 438

Surmanek, Jim, 321, 804, 805

Survey of Buying Power, 230

Susan G. Komen Breast Cancer Foundation, 586

Suzuki, 538

SW Airlines Spirit, 455

Swasy, Alecia, 803

Symantec, 407

Szybillo, George J., 800

Szynal, Deborah, 816

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