Bob Bloom ran the agency that handled Southwest Airlines marketing in the early days, and he also worked on Juicy Juice and Triaminic. He uses these examples, among others, in his excellent strategy book The Inside Advantage.. This is a very hands on book, more how-to than theory. I use it with my clients primarily for the 1st of the 4 steps: Who (Core Customer). Nail your Who, and you can effectively target your products and services to those who will buy from you for optimal profit. Bob also has a newer book The New Experts which I haven’t found as helpful.