Table of contents for Marketing mistakes and successes / Robert F. Hartley.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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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 ???
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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.