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