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.
About the Authors
Chapter 1 Introduction
(a) Part I Marketing Wars
Chapter 2 Cola Wars: Coke vs. Pepsi
Chapter 3 PC Wars: Hewlett-Packard vs. Dell
Chapter 4 Airliner Wars: Boeing vs. Airbus
(b) Part II Comebacks
Chapter 5 McDonald’s: Rebirth Through a Low-Growth Strategy
Chapter 6 Harley-Davidson: Building An Enduring Mystique
Chapter 7 Chrysler: Merger Problems and Recovery
(c) Part III Marketing Management Mistakes
Chapter 8 Newell’s Acquisition of Rubbermaid: An Unbelievable Disappointment
Chapter 9 Kmart and Sears: A Hedge Fund Manager’s Disaster
Chapter 10 Euro Disney: Bungling a Successful Concept
Chapter 11 Borders: Too Comfortable With Its Comfy Bookstores
Chapter 12 Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing
Chapter 13 Borden: Letting Brands Wither
Chapter 14 United Way: Damage Control for a Nonprofit’s Image
(d) Part IV Entrepreneurial Adventures
Chapter 15 Google: Will an Entrepreneurial Giant Continue to Rule?
Chapter 16 Starbucks: Can a Model of Growth Reinvent Itself?
Chapter 17 Boston Beer: Is Greater Growth Possible?
(e) Part V Ethical Mistakes
Chapter 18 Merck: The Vioxx Catastrophe
Chapter 19 MetLife: Deceptive Sales Practices
Chapter 20 Toyota: Accelerating Problems
(f) Part VI Notable Marketing Successes
Chapter 21 Southwest Airlines: Is It Still the King of Cheap Flights?
Chapter 22 Nike: Is It an Unassailable Powerhouse Brand?
Chapter 23 Vanguard: Is Advertising Really Necessary?
Chapter 24 Conclusions: What We Can Learn