Marketing Mistakes and Successes

Häftad, Engelska, 2014

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Marketing professionals have relied on Hartley’s book for 30 years to uncover the best and worst marketing programs. Invitation to Research suggestions allow readers to take the case a step further, to investigate what has happened since the case was written, both to the company and even to some of the individuals involved. Learning Insights help marketing professionals see how certain practices—both errors and successes—cross company lines and are prone to be either traps for the unwary or success models. Each chapter has been updated to reflect the latest information available about each case.

Produktinformation

Utgivningsdatum2014-02-14
Mått152 x 226 x 25 mm
Vikt590 g
FormatHäftad
SpråkEngelska
Antal sidor416
Upplaga12
FörlagJohn Wiley & Sons Inc
ISBN9781118078464

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Preface iiiAbout the Authors viChapter 1 Introduction 1PART I MARKETING WARS 9Chapter 2 Cola Wars: Coke vs. Pepsi 11Chapter 3 PC Wars: Hewlett-Packard vs. Dell 34Chapter 4 Airliner Wars: Boeing vs. Airbus 50PART II COMEBACKS 73Chapter 5 McDonald’s: Rebirth Through a Low Growth Strategy 75Chapter 6 Harley-Davidson: Building An Enduring Mystique 94Chapter 7 Chrysler: Merger Problems and Recovery 109PART III MARKETING MANAGEMENT MISTAKES 127Chapter 8 Newell’s Acquisition of Rubbermaid: An Unbelievable Disappointment 129Chapter 9 Kmart and Sears: A Hedge Fund Manager’s Disaster 142Chapter 10 Euro Disney: Bungling a Successful Concept 156Chapter 11 Borders: Too Comfortable with Its Comfy Bookstores 174Chapter 12 Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing 186Chapter 13 Borden: Letting Brands Wither 202Chapter 14 United Way: Damage Control for a Nonprofit’s Image 215PART IV ENTREPRENEURIAL ADVENTURES 229Chapter 15 Google: Will an Entrepreneurial Giant Continue to Rule? 231Chapter 16 Starbucks: Can a Model of Growth Reinvent Itself? 250Chapter 17 Boston Beer: Is Greater Growth Possible? 266PART V ETHICAL MISTAKES 281Chapter 18 Merck: The Vioxx Catastrophe 283Chapter 19 MetLife: Deceptive Sales Practices 298Chapter 20 Toyota: Accelerating Problems 311PART VI NOTABLE MARKETING SUCCESSES 329Chapter 21 Southwest Airlines: Is It Still the King of Cheap Flights? 331Chapter 22 Nike: Is It an Unassailable Powerhouse Brand? 351Chapter 23 Vanguard: Is Advertising Really Needed? 369Chapter 24 Conclusions: What We Can Learn 381Index 400