Marketing mistakes and successes: 30th anniversary
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2009
|
| Ausgabe: | 11. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | X, 406 S. graph. Darst. |
| ISBN: | 9780470169810 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing mistakes and successes |b 30th anniversary |c Robert F. Hartley |
| 250 | |a 11. ed. | ||
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Datensatz im Suchindex
| _version_ | 1804138648688394240 |
|---|---|
| adam_text | CONTENTS
Preface
About the Author
Chapter 1
PARTI
Introduction
ENTREPRENEURIAL ADVENTURES
in
vii
_9
11
Chapter 2 Google: An Entrepreneurial Juggernaut
Chapter 3 Starbucks: A Paragon of Growth and Employee Benefits
Finds Storms 29
Chapter 4 Boston Beer: Is Greater Growth Possible? 46
PART II MARKETING WARS 61
Chapter 5 Cola Wars: Coca-Cola vs. Pepsi
Chapter 6 PC Wars: Hewlett-Packard vs. Dell
Chapter 7 Airliner Wars: Boeing vs. Airbus; and Recent
Outsourcing Woes
PART III COMEBACKS
63
86
103
127
Chapter 8 McDonalds: Rebirth Through Moderation 129
Chapter 9 Harley-Davidson: Creating An Enduring Mystique 147
Chapter 10 Continental Airlines: Salvaging From the Ashes 161
PART IV________MARKETING MANAGEMENT MISTAKES 175
Chapter 11 Borden: Letting Brands Wither 177
Chapter 12 United Way: A Nonprofit Tries to Cope with
Image Destruction 190
Chapter 13 DaimlerChrysler: A Merger Made in Hades 203
Chapter 14 Newell s Acquisition of Rubbermaid Becomes an Albatross 220
Chapter 15 Euro Disney: Bungling a Successful Format 233
Chapter 16 Maytag: An Incredible Sales Promotion in England;
and Outsourcing 251
Chapter 17 Kmart and Sears: A Hedge Fund Managers Challenge 267
x • Contents
PARTY________NOTABLE MARKETING SUCCESSES_________281
Chapter 18 Southwest Airlines: Success Is Finally Contested 283
Chapter 19 Nike: A Powerhouse Brand 302
Chapter 20 Vanguard: Is Advertising Really Needed? 319
PART VI________ETHICAL MISTAKES__________________________333
Chapter 21 Merck s Vioxx: Catastrophe and Other Problems 335
Chapter 22 MetLife: Deceptive Sales Practices 351
Chapter 23 Ford Explorers with Firestone Tires: A Killer Scenario
111 Handled 365
Chapter 24 Conclusions: What We Can Learn 380
Index 400
|
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| indexdate | 2024-07-09T21:31:32Z |
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| isbn | 9780470169810 |
| language | English |
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| spelling | Hartley, Robert F. Verfasser aut Marketing mistakes and successes 30th anniversary Robert F. Hartley 11. ed. Hoboken, NJ Wiley 2009 X, 406 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing - United States Marketing (DE-588)4037589-4 gnd rswk-swf (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=017139348&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Marketing mistakes and successes 30th anniversary |
| title_auth | Marketing mistakes and successes 30th anniversary |
| title_exact_search | Marketing mistakes and successes 30th anniversary |
| title_full | Marketing mistakes and successes 30th anniversary Robert F. Hartley |
| title_fullStr | Marketing mistakes and successes 30th anniversary Robert F. Hartley |
| title_full_unstemmed | Marketing mistakes and successes 30th anniversary Robert F. Hartley |
| title_short | Marketing mistakes and successes |
| title_sort | marketing mistakes and successes 30th anniversary |
| title_sub | 30th anniversary |
| topic | Marketing - United States Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing - United States Marketing Fallstudiensammlung |
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