Marketing mistakes and successes:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
John Wiley
2004
|
| Ausgabe: | 9. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | VII, 360 S. |
| ISBN: | 0471446386 |
Internformat
MARC
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| 300 | |a VII, 360 S. | ||
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-010557198 | ||
Datensatz im Suchindex
| _version_ | 1804130315525947392 |
|---|---|
| adam_text | CONTENTS
Chapter 1 Introduction 1
PARTI MARKETING WARS 9
Chapter 2 PC Wars: Dell Computer vs. Gateway et al. 11
Chapter 3 Cola Wars: Pepsi vs. Coca Cola 25
Chapter 4 Airliner Wars: Boeing vs. Airbus 42
Chapter 5 Sneaker Wars: Reebok vs. Nike 59
PART II GREAT COMEBACKS 75
Chapter 6 Continental Airlines—From the Ashes 77
Chapter 7 IBM—A Fading Giant Rejuvenates 90
Chapter 8 Harley Davidson: At Last 108
PART III MANAGING CHANGE AND CRISES 123
Chapter 9 Scott Paper, Sunbeam, and Al Dunlap 125
Chapter 10 The Great Firestone/Ford Explorer Tire Disaster 139
Chapter 11 Perrier—Overresponding to a Crisis 153
Chapter 12 United Way—A Not for Profit Tries to Cope with
Image Destruction 165
PART IV MARKETING MANAGEMENT MISTAKES 179
Chapter 13 Maytag—Bungling a Promotion in England 181
Chapter 14 McDonalds—A Titan Falters 195
Chapter 15 Disney—Euro Disney and Other Stumbles 213
Chapter 16 Borden—Letting Brands Wither 230
Chapter 17 Snapple: A Sorry Acquisition 243
Chapter 18 Newell Rubbermaid—Losing the Battle to Win
Shelf Space 257
PARTY NOTABLE MARKETING SUCCESSES 271
Chapter 19 Vanguard—Success with Minimal Marketing 273
Chapter 20 Southwest Airlines— Try to Match Our Prices 285
vii
viii • Contents
Chapter 21 Wal Mart—The Unstoppable 301
PART VI ETHICAL MISTAKES 319
Chapter 22 MetLife—Deceptive Sales Tactics 321
Chapter 23 ADM—Price Fixing and Political Cronyism,
and a Whistleblower 334
Chapter 24 Conclusions: What Can Be Learned? 346
|
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| illustrated | Not Illustrated |
| indexdate | 2024-07-09T19:19:05Z |
| institution | BVB |
| isbn | 0471446386 |
| language | English |
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| spelling | Hartley, Robert F. Verfasser aut Marketing mistakes and successes Robert F. Hartley 9. ed. Hoboken, NJ John Wiley 2004 VII, 360 S. txt rdacontent n rdamedia nc rdacarrier Includes index Mercadeo - Estados Unidos - Estudio de casos Marketing United States Case studies Marketing (DE-588)4037589-4 gnd rswk-swf USA (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010557198&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Marketing mistakes and successes |
| title_auth | Marketing mistakes and successes |
| title_exact_search | Marketing mistakes and successes |
| title_full | Marketing mistakes and successes Robert F. Hartley |
| title_fullStr | Marketing mistakes and successes Robert F. Hartley |
| title_full_unstemmed | Marketing mistakes and successes Robert F. Hartley |
| title_short | Marketing mistakes and successes |
| title_sort | marketing mistakes and successes |
| topic | Mercadeo - Estados Unidos - Estudio de casos Marketing United States Case studies Marketing (DE-588)4037589-4 gnd |
| topic_facet | Mercadeo - Estados Unidos - Estudio de casos Marketing United States Case studies Marketing USA Fallstudiensammlung |
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