Marketing successes, historical to present day : what we can learn
著者
書誌事項
Marketing successes, historical to present day : what we can learn
J. Wiley, c1990
2nd ed
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注記
Includes bibliographical references
内容説明・目次
内容説明
An interesting supplement for any marketing course, this textbook covers, in a case-style format, selected significant marketing successes of companies since the turn of the century. It depicts the evolution of marketing techniques and strategies through notable business successes presenting cases ranging from the early growth of Coca-Cola and the cigarette industry, to the rise of supermarkets and discount shops, to the phenomenal recent successes of Apple and Nike. Salient factors that led to the successes are identified and patterns and commonalities are categorized as to their transferability to other situations and times.
目次
- What role for history
- the early decades of this century - strategies geared to great growth
- the Depression years - strategies honed in hard economic times
- post World War II - marketing strategies shaped to a booming economy in a highly competitive environment
- the decades of the 1960s and 1970s - the maturing of marketing
- new directions of marketing strategies
- fresh challenges for marketers - a tale of two firms
- conclusions- what can be learned?
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