Marketing Mistakes and SuccessesThis best-selling casebook presents a series of fascinating scenarios that lets the reader learn from some of today's most prominent business players. In a lively, conversational style, Robert Hartley provides play-by-play analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes- many of these in today's headlines. These real-life war stories are packed with practical tips, insider insights, and marketing wisdom. |
Contents
Chapter | 1 |
Continental AirlinesFrom the Ashes | 81 |
IBMA Fading Giant Rejuvenates | 94 |
Copyright | |
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advertising aggressive Airbus American Andreas Aramony athletic Bethune Boeing Borden Boston Chicken bottled brand Burger King cigarettes Cleveland Plain Dealer Coca-Cola Coke company's competing competitive competitors consumers Continental Coors corporate costs critics decision discount Dwayne Andreas efforts employees environment Euro Disney example expense firm flights following information box Forbes franchisees funds growth HANDS-ON EXERCISES income increased investors INVITATION TO RESEARCH J.C. Penney Johnson & Johnson Kelleher Kmart learning insights major market share Maytag McDonald's million mindset Nike operations organization Pepsi percent Perhaps Perrier Philip Morris planes Planet Hollywood plans position problems profits promotional public image Reebok restaurants retailers revenues Rubbermaid Sam Walton smoking Southwest Airlines strategic window strategy success Table TEAM DEBATE EXERCISE tion tobacco industry top executives top management Toys Tylenol United Vanguard Wal-Mart Wall Street Journal Walton whistleblowing Whitacre