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