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This best-selling casebook, now in its 11 th edition, presents a series of fascinating scenarios that let you learn from some of today's most prominent business players. In an engaging, conversational style, Robert Hartley provides detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes. These real-life accounts are packed with practical tips, insider insights, and marketing advice.As a supplement or main text, this book can be used in a variety of courses, both undergraduate and graduate, ranging from introduction to marketing, marketing management and strategic marketing.
Robert F. Hartley is currently professor emeritus in the marketing department at Cleveland State University.
Table of Contents
|About the Author||p. vii|
|Entrepreneurial Adventures||p. 9|
|Google: An Entrepreneurial Juggernaut||p. 11|
|Starbucks: A Paragon of Growth and Employee Benefits Finds Storms||p. 29|
|Boston Beer: Is Greater Growth Possible?||p. 46|
|Marketing Wars||p. 61|
|Cola Wars: Coca-Cola vs. Pepsi||p. 63|
|PC Wars: Hewlett-Packard vs. Dell||p. 86|
|Airliner Wars: Boeing vs. Airbus; and Recent Outsourcing Woes||p. 103|
|McDonald's: Rebirth Through Moderation||p. 129|
|Harley-Davidson: Creating An Enduring Mystique||p. 147|
|Continental Airlines: Salvaging From the Ashes||p. 161|
|Marketing Management Mistakes||p. 175|
|Borden: Letting Brands Wither||p. 177|
|United Way: A Nonprofit Tries to Cope with Image Destruction||p. 190|
|Daimler Chrysler: A Merger Made in Hades||p. 203|
|Newell's Acquisition of Rubbermaid Becomes an Albatross||p. 220|
|Euro Disney: Bungling Successful Format||p. 233|
|Maytag: An Incredible Sales Promotion in England; and Outsourcing||p. 251|
|Kmart and Sears: A Hedge Fund Manager's Challenge||p. 267|
|Notable Marketing Successes||p. 281|
|Southwest Airlines: Success Is Finally Contested||p. 283|
|Nike: A Powerhouse Brand||p. 302|
|Vanguard: Is Advertising Really Needed?||p. 319|
|Ethical Mistakes||p. 333|
|Merck's Vioxx: Catastrophe and Other Problems||p. 335|
|MetLife: Deceptive Sales Practices||p. 351|
|Ford Explorers with Firestone Tires: A killer Scenario Ill Handled||p. 365|
|Conclusions: What We Can Learn||p. 380|
|Table of Contents provided by Ingram. All Rights Reserved.|