Marketing Mistakes and Successes

Chapter 1. Introduction.PART I: MARKETING WARS.Chapter 2. Burger Wars: McDonald's vs. Burger King, Yum et al.Chapter 3. Cola Wars: Coca-Cola vs. PepsiCo.Chapter 4. Airliner Wars: Boeing vs. Airbus.Chapter 5. Sneaker Wars: Nike vs. Reebok.PART II: MANAGING CHANGE AND CRISES.Chapter 6. Al Dunlap Savages Scott Paper and Sunbeam.Chapter 7. Ford Explorers with Firestone Tires: Ill Handling a Killer Scenario.Chapter 8. Perrier-Overresponding to a Crisis.PART III: COMPETITIVE UNCERTAINTIES.Chapter 9. The Kmart/Sears Merger of Faltering Firms.Chapter 10. Hewlett-Packard Under Carly Fiorina.Chapter 11. Toys "R" Us: Trying to Defend Against Wal-Mart.Chapter 12. Gateway's Efforts to Stay Alive.PART IV: MARKETING MANAGEMENT MISTAKES.Chapter 13. Maytag: An Incredible Sales Promotion in England.Chapter 14. Merck's Vioxx Catastrophe.Chapter 15. Snapple: Quaker's Reckless Acquisition.Chapter 16. Newell Rubbermaid Destroys a Growth Mode.Chapter 17. Euro Disney: Bungling a Successful Format.PART V: NOTABLE MARKETING SUCCESSES.Chapter 18. Harley Davidson - Creating an Enduring Mystique.Chapter 19. Vanguard Mutual Funds-Success in Taking the Road Less Traveled.Chapter 20. Southwest Airlines-"Try to Match Our Prices".Chapter 21. Wal-Mart-The Unstoppable.PART VI: ENTREPRENEURIAL ADVENTURES.Chapter 22. Boston Beer-Is Greater Growth Possible?Chapter 23. Office Max-To the End.Chapter 24. Conclusions: What Can Be Learned?