Marketing mistakes and successes
著者
書誌事項
Marketing mistakes and successes
John Wiley, c2006
10th ed
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Marketing mistakes & successes
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注記
"Robert H. Hartley"--Cover
内容説明・目次
内容説明
We all can learn from past mistakes...It's just more fun when they're not your own. Even corporate giants make mistakes. Now you can learn from the best of them with this behind-the-scenes look at some of today's most notable marketing mistakes and successes. With the Tenth Edition of this fascinating casebook, you'll learn how to make better decisions, implement strategies, navigate competitive uncertainties, avoid pitfalls, and seize opportunities. In a lively conversational style, Robert Hartley provides play-by-play analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Hand's-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career.This Tenth Edition adds these seven new cases: The Kmart/Sears Merger of Faltering Firms; Hewlett-Packard Under Carly Fiorina; Toys "R" Us: Trying to Defend Against Wal-Mart; Gateway Computer's Efforts to Stay Alive; Merck's Vioxx Catastrophe; Boston Beer-Is Greater Growth Possible? And, Office Max - To the End.
目次
Chapter 1. Introduction.PART I: MARKETING WARS.Chapter 2. Burger Wars: McDonald's vs. Burger King, Yum et al.Chapter 3. Cola Wars: Coca-Cola vs. PepsiCo.Chapter 4. Airliner Wars: Boeing vs. Airbus.Chapter 5. Sneaker Wars: Nike vs. Reebok.PART II: MANAGING CHANGE AND CRISES.Chapter 6. Al Dunlap Savages Scott Paper and Sunbeam.Chapter 7. Ford Explorers with Firestone Tires: Ill Handling a Killer Scenario.Chapter 8. Perrier-Overresponding to a Crisis.PART III: COMPETITIVE UNCERTAINTIES.Chapter 9. The Kmart/Sears Merger of Faltering Firms.Chapter 10. Hewlett-Packard Under Carly Fiorina.Chapter 11. Toys "R" Us: Trying to Defend Against Wal-Mart.Chapter 12. Gateway's Efforts to Stay Alive.PART IV: MARKETING MANAGEMENT MISTAKES.Chapter 13. Maytag: An Incredible Sales Promotion in England.Chapter 14. Merck's Vioxx Catastrophe.Chapter 15. Snapple: Quaker's Reckless Acquisition.Chapter 16. Newell Rubbermaid Destroys a Growth Mode.Chapter 17. Euro Disney: Bungling a Successful Format.PART V: NOTABLE MARKETING SUCCESSES.Chapter 18. Harley Davidson - Creating an Enduring Mystique.Chapter 19. Vanguard Mutual Funds-Success in Taking the Road Less Traveled.Chapter 20. Southwest Airlines-"Try to Match Our Prices".Chapter 21. Wal-Mart-The Unstoppable.PART VI: ENTREPRENEURIAL ADVENTURES.Chapter 22. Boston Beer-Is Greater Growth Possible?Chapter 23. Office Max-To the End.Chapter 24. Conclusions: What Can Be Learned?
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