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.
Preface iii About the Authors vi Chapter 1 Introduction 1 PART I MARKETING WARS 9 Chapter 2 Cola Wars: Coke vs. Pepsi 11 Chapter 3 PC Wars: Hewlett-Packard vs. Dell 34 Chapter 4 Airliner Wars: Boeing vs. Airbus 50 PART II COMEBACKS 73 Chapter 5 McDonald s: Rebirth Through a Low Growth Strategy 75 Chapter 6 Harley-Davidson: Building An Enduring Mystique 94 Chapter 7 Chrysler: Merger Problems and Recovery 109 PART III MARKETING MANAGEMENT MISTAKES 127 Chapter 8 Newell s Acquisition of Rubbermaid: An Unbelievable Disappointment 129 Chapter 9 Kmart and Sears: A Hedge Fund Manager s Disaster 142 Chapter 10 Euro Disney: Bungling a Successful Concept 156 Chapter 11 Borders: Too Comfortable with Its Comfy Bookstores 174 Chapter 12 Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing 186 Chapter 13 Borden: Letting Brands Wither 202 Chapter 14 United Way: Damage Control for a Nonprofit s Image 215 PART IV ENTREPRENEURIAL ADVENTURES 229 Chapter 15 Google: Will an Entrepreneurial Giant Continue to Rule? 231 Chapter 16 Starbucks: Can a Model of Growth Reinvent Itself? 250 Chapter 17 Boston Beer: Is Greater Growth Possible? 266 PART V ETHICAL MISTAKES 281 Chapter 18 Merck: The Vioxx Catastrophe 283 Chapter 19 MetLife: Deceptive Sales Practices 298 Chapter 20 Toyota: Accelerating Problems 311 PART VI NOTABLE MARKETING SUCCESSES 329 Chapter 21 Southwest Airlines: Is It Still the King of Cheap Flights? 331 Chapter 22 Nike: Is It an Unassailable Powerhouse Brand? 351 Chapter 23 Vanguard: Is Advertising Really Needed? 369 Chapter 24 Conclusions: What We Can Learn 381 Index 400
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12th Revised edition
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