Gallup Organization, 43, 57
general brand knowledge (exercise), 191–192
generic customer service in airline industry, 61–63
versus branded, 4, 41–43, 193, 227
examples of, 122–124
likability in, 119–120
problems of, 60
generic selling, qualities of excellent, 184–185
Gilbert, Thomas F., 136–137, 138
Gilmore, James, 5–6
Gladwell, Malcolm, 155–156
Glass Ceiling, The, 213
good service, controlling definition of, 85–86
Good to Great (Collins), 13, 126
Gordon, Wendy, 24
Gourney, Patrick, 21
grapevine, using company's, 140
gray zone, 21
Great Harvest Bread, 194
Grocery, The, 87–88
grocery stores, 82
group empathy, 188
guidelines, 138–141