Table of Contents
Copyright, ii
Preface, iii
About the Author, vii
Chapter 1. Introduction, 1
Part I. Entrepreneurial Adventures, 9
Chapter 2. Google: An Entrepreneurial Juggernaut, 11
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, 63
Chapter 6. PC Wars: Hewlett-Packard vs. Dell, 86
Chapter 7. Airliner Wars: Boeing vs. Airbus; and Recent Outsourcing Woes, 103
Part III. Comebacks, 127
Chapter 8. McDonald’s: 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 Manager’s Challenge, 267
Part V. 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 Ill Handled, 365
Chapter 24. Conclusions: What We Can Learn, 380
Index, 400
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