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Marketing Mistakes and Successes, 12th Edition

Book Description

This best-selling casebook, now in its 12th edition, presents a series of real-life scenarios, packed with practical tips, insider insights, and marketing advice. In an engaging, conversational style, each story provides detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes.

As a supplement or main text, this book can be used in a variety of courses, both undergraduate and graduate, ranging from introduction to marketing, marketing management and strategic marketing. Adopt the whole book, or choose the cases that best fit your syllabus through a simple three-step process in Wiley Custom Select. Visit customselect.wiley.com to get started.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright
  4. PREFACE
    1. CHANGES TO THIS EDITION
    2. TARGETED COURSES
    3. TEACHING AIDS
    4. ACKNOWLEDGMENTS
  5. ABOUT THE AUTHORS
  6. CONTENTS
  7. CHAPTER ONE: Introduction
    1. LEARNING INSIGHTS
    2. ORGANIZATION OF THIS BOOK
    3. GENERAL WRAP-UP
  8. PART ONE: MARKETING WARS
    1. CHAPTER TWO: Cola Wars: Coke vs. Pepsi
      1. EARLY BATTLES, LEADING TO NEW COKE FIASCO
      2. BATTLE SHIFTS TO INTERNATIONAL ARENA
      3. COKE TRAVAILS IN EUROPE, 1999
      4. COKE FINDS TOUGH GOING IN NEW CENTURY WHILE PEPSI SURGES
      5. ANALYSIS
      6. UPDATE—THE SEESAW CONTINUES
    2. CHAPTER THREE: PC Wars: Hewlett-Packard vs. Dell
      1. HEWLETT-PACKARD
      2. DELL COMPUTER
      3. COMPETITION
      4. ANALYSIS
    3. CHAPTER FOUR: Airliner Wars: Boeing vs. Airbus
      1. BOEING
      2. AIRBUS INDUSTRIE
      3. WHO CAN WE BLAME FOR BOEING'S TROUBLES?
      4. COMPETITION AT THE NEW MILLENNIUM
      5. THE SAGA CONTINUES—UPDATE TO 2012
      6. CONSIDER
      7. QUESTIONS
      8. HANDS-ON EXERCISES
      9. TEAM DEBATE EXERCISES
      10. INVITATION TO RESEARCH
  9. PART TWO: COMEBACKS
    1. CHAPTER FIVE: McDonald's: Rebirth Through a Low Growth Strategy
      1. THE MCDONALD'S GROWTH MACHINE
      2. STORM CLOUDS FOR THE DOMESTIC OPERATION
      3. THE SITUATION IN THE NEW MILLENNIUM
      4. LATER DEVELOPMENTS
      5. ANALYSIS
    2. CHAPTER SIX: Harley-Davidson: Building an Enduring Mystique
      1. THE INVASION
      2. VAUGHAN BEALS
      3. THE STRUGGLE BACK
      4. SUCCESS
      5. ANALYSIS
    3. CHAPTER SEVEN: Chrysler: Merger Problems and Recovery
      1. CHRYSLER BEFORE THE MERGER
      2. AFTER THE MERGER
      3. ANALYSIS
      4. CAN THERE REALLY BE A MERGER OF EQUALS?
      5. UPDATE TO 2012
  10. PART THREE: MARKETING MANAGEMENT MISTAKES
    1. CHAPTER EIGHT: Newell's Acquisition of Rubbermaid: An Unbelievable Disappointment
      1. THE ACQUISITION AND WOLFGANG SCHMITT
      2. NEWELL'S ASSESSMENT OF RUBBERMAID
      3. AFTER THE MERGER
      4. DISAPPOINTMENT
      5. ANALYSIS
      6. UPDATE
      7. CONSIDER
      8. QUESTIONS
    2. CHAPTER NINE: Kmart and Sears: A Hedge Fund Manager's Disaster
      1. EDWARD LAMPERT
      2. THE EVOLUTION OF KMART
      3. THE EVOLUTION OF SEARS
      4. LAMPERT'S CHALLENGE
      5. ANALYSIS
      6. UPDATE AND LATEST BREAKING NEWS
    3. CHAPTER TEN: Euro Disney: Bungling a Successful Concept
      1. PRELUDE
      2. RESULTS
      3. ATTEMPTS TO RECOVER
      4. A FAVORABLE PROGNOSIS
      5. SUMMARY OF MAJOR MISTAKES
      6. POSTSCRIPT
      7. RECENT UPDATE
    4. CHAPTER ELEVEN: Borders: Too Comfortable with Its Comfy Bookstores
      1. THE HISTORY OF BORDERS BOOKS
      2. THE FORCES BEHIND BORDERS’ DOWNFALL
      3. THE FUTURE OF BOOKSTORES
    5. CHAPTER TWELVE: Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing
      1. THE FIASCO
      2. BACKGROUND ON MAYTAG
      3. ANALYSIS
      4. LATER DEVELOPMENTS
    6. CHAPTER THIRTEEN: Borden: Letting Brands Wither
      1. PRELUDE TO THE DARK DAYS
      2. D'AMATO'S FUTILITY
      3. THE CHANGING OF THE GUARD
      4. RECOVERY EFFORTS
      5. A SPUTTERING RECOVERY
      6. ANALYSIS
    7. CHAPTER FOURTEEN: United Way: Damage Control for a Nonprofit's Image
      1. THE STATURE AND ACCOMPLISHMENTS OF THE UNITED WAY
      2. WILLIAM ARAMONY
      3. CONSEQUENCES
      4. ELAINE CHAO
      5. ANALYSIS
      6. UPDATE
  11. PART FOUR: ENTREPRENEURIAL ADVENTURES
    1. CHAPTER FIFTEEN: Google: Will an Entrepreneurial Giant Continue to Rule?
      1. SERGEY BRIN AND LARRY PAGE AND THE START OF GOOGLE
      2. THE EARLY GROWTH YEARS
      3. CHARGING AHEAD
      4. GOING PUBLIC
      5. AFTER THE IPO
      6. ANALYSIS
    2. CHAPTER SIXTEEN: Starbucks: Can a Model of Growth Reinvent Itself?
      1. HOWARD SCHULTZ
      2. THE GROWTH BEFORE GOING PUBLIC, 1987–1992
      3. GOING PUBLIC
      4. STARBUCKS BY 2006–2007
      5. ANALYSIS
      6. UPDATE—STARBUCKS'S REBOUND
    3. CHAPTER SEVENTEEN: Boston Beer: Is Greater Growth Possible?
      1. PROBLEMS
      2. THE BREWING INDUSTRY IN THE 1990S
      3. THE CONTINUING SAGA OF BOSTON BEER
      4. TOWARD THE MILLENNIUM
      5. AFTER THE MILLENNIUM
      6. ANALYSIS
      7. LIMITS ON POTENTIAL
  12. PART FIVE: ETHICAL MISTAKES
    1. CHAPTER EIGHTEEN: Merck: The Vioxx Catastrophe
      1. CEO RAYMOND GILMARTIN WITH EDWARD SCOLNICK, AND MERCK
      2. THE CONTROVERSY
      3. OUTLOOK FOR MERCK
      4. ANALYSIS
    2. CHAPTER NINETEEN: MetLife: Deceptive Sales Practices
      1. RICK URSO: THE VILLAIN?
      2. WHERE DOES THE BLAME LIE?
      3. ANALYSIS
      4. LATER DEVELOPMENTS
    3. CHAPTER TWENTY: Toyota: Accelerating Problems
      1. TOYOTA'S HISTORY
      2. THE TOYOTA RECALLS
      3. COMPETITORS' REACTIONS
      4. AFTERMATH
      5. ANALYSIS
  13. PART SIX: NOTABLE MARKETING SUCCESSES
    1. CHAPTER TWENTY-ONE: Southwest Airlines: Is It Still the King of Cheap Flights?
      1. HERBERT D. KELLEHER
      2. THE BEGINNINGS
      3. GROWTH
      4. INGREDIENTS OF SUCCESS
      5. EMPLOYEE COMMITMENT
      6. GALLOPING TOWARD THE NEW MILLENNIUM
      7. AFTER 9/11
      8. UPDATE
    2. CHAPTER TWENTY-TWO: Nike: Is It an Unassailable Powerhouse Brand?
      1. REEBOK
      2. NIKE
      3. ANALYSIS
      4. UPDATE—NIKE'S CHALLENGES AND DOMINANCE
    3. CHAPTER TWENTY - THREE: Vanguard: Is Advertising Really Needed?
      1. JOHN BOGLE AND THE CREATION OF VANGUARD
      2. ANALYSIS
      3. UPDATE
    4. CHAPTER TWENTY-FOUR: Conclusions: What We Can Learn
      1. INSIGHTS REGARDING OVERALL ENTERPRISE PERSPECTIVES
      2. INSIGHTS REGARDING SPECIFIC STRATEGY ELEMENTS
      3. GENERAL INSIGHTS
      4. CONCLUSION
  14. INDEX