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C O N T E N T S Preface ??? About the Author ??? Chapter 1 Introduction ??? PART I ENTREPRENEURIAL ADVENTURES ??? Chapter 2 Google: An Entrepreneurial Juggernaut ??? Chapter 3 Starbucks: A Paragon of Growth and Employee Benefi ts 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 IV MARKETING MANAGEMENT MISTAKES ??? Chapter 11 Borden: Letting Brands Wither ??? Chapter 12 United Way: A Nonprofi t 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 ??? ix JWCL085_fm_i-x.indd Page ix 8/30/08 8:15:56 PM user-s206 /Users/user-s206/Desktop/Tempwork/August 20..JWCL085_20... 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 ??? Index ??? x ? Contents
Library of Congress Subject Headings for this publication:
Marketing -- United States -- Case studies.