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Table of Contents
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 LearnIndex