Marketing Mistakes and Successes

作者简介
Robert F. Hartley is currently professor emeritus in the marketing department atCleveland State University.
目录
Chapter 1: Introduction.
Part I: Entrepreneurial Adventures.
Chapter 2: Google: An Entrepreneurial Juggernaut.
Chapter 3: Starbucks: A Paragon of Growth and Employee Benefits Finds Storms.
Chapter 4: Boston Beer: Is Greater Growth Possible?
Part II: Marketing Wars.
Chapter 5: Cola Wars: Coca-Cola vs. Pepsi.
Chapter 6: PC Wars: Hewlett-Packard vs. Dell.
Chapter 7: Airliner Wars: Boeing vs. Airbus; and Recent Outsourcing Woes.
Part III: Comebacks.
Chapter 8: McDonald's: Rebirth Through Moderation.
Chapter 9: Harley-Davidson: Creating An Enduring Mystique.
Chapter 10: Continental Airlines: Salvaging From the Ashes.
Part I: Marketing Management Mistakes.
Chapter 11: Borden: Letting Brands Wither.
Chapter 12: United Way: A Nonprofit Tries to Cope with Image Destruction.
Chapter 13: DaimlerChrysler: A Merger Made in Hades.
Chapter 14: Newell's Acquisition of Rubbermaid Becomes an Albatross.
Chapter 15: Euro Disney: Bungling a Successful Format.
Chapter 16: Maytag: An Incredible Sales Promotion in England; and Outsourcing.
Chapter 17: Kmart and Sears: A Hedge Fund Manager's Challenge.
Part V: Notable Marketing Successes.
Chapter 18: Southwest Airlines: Success Is Finally Contested.
Chapter 19: Nike: A Powerhouse Brand.
Chapter 20: Vanguard: Is Advertising Really Needed?
Part VI: Ethical Mistakes.
Chapter 21: Merck's Vioxx: Catastrophe and Other Problems.
Chapter 22: MetLife: Deceptive Sales Practices.
Chapter 23: Ford Explorers with Firestone Tires: A Killer Scenario Ill Handled.
Chapter 24 Conclusions: What We Can Learn.

Marketing Mistakes and Successes, 11th edition
http://www.amazon.com/Marketing- ... rtley/dp/0470169818