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Marketing mistakes and successes / Robert Hartley.

By: Hartley, Robert F, 1927-.
Publisher: Hoboken, NJ : Wiley, 2006Edition: 10th ed.Description: viii, 374 p. : ill ; 23 cm.ISBN: 0471743216 (pbk.); 9780471743217 (pbk.).Other title: Marketing mistakes & successes [Cover title].Subject(s): Marketing -- United States -- Case studiesDDC classification: 658.800973
Contents:
1. Introduction -- Part I. Marketing wars - 2. Burger wars : McDonald's vs. Burger King, Yum et al. - 3. Cola wars : Coca-Cola vs. PepsiCo - 4. Airlines wars : Boeing vs. Airbus - 5. Sneaker wars : Nike vs. Reebok -- Part II. Managing change and crises - 6. Al Dunlap savages Scott Paper and Sunbeam - 7. Ford explores with Firestone Tires : ill handling a killer scenario - 8. Perrier - overresponding to a crisis -- Part III. Competitive uncertainties - 9. The Kmart/Sears merger of faltering firms - 10. Hewlett-Packard under Carly Fiorina - 11. Toys "R" Us : trying to defend against Wal-Mart - 12. Gateway's efforts to stay alive -- Part IV. 13. Maytag : an incredible sales promotion in England - 14. Merck's Vioxx Catastrophe - 15. Snapple : Quaker's reckless acquisition - 16. Newell Rubbermaid destroys a growth mode - 17. Euro Disney : bungling a successful format -- Part V. Notable marketing successes - 18. Harley-Davidson - creating an enduring mystique - 19. Vanguard - success in taking the road less traveled - 20. Southwest Airlines - "try to match our prices" - 21. Wal-Mart : the unstoppable -- Part VI. Entrepreneurial adventures - 22. Boston Beer - is greater growth possible? - 23. OfficeMax - to the end - 24. Conclusions : what can be learned?
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode Remark
Graduate Collection TU External Storage-LCS
658.800973 HAR (Browse shelf) 1 Available SHTEx,60001,03,GR 1000810278 Please fill up online form at https://taylorslibrary.taylors.edu.my/services/external_storage1
Main Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 4, BayNo 8

 658.800973 HAR (Browse shelf) 1 Available TBSxx,34003,03,CL 5000019174
Main Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 4, BayNo 8

 658.800973 HAR (Browse shelf) 1 Available TBSxx,34002,03,CL 5000019173
Main Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 4, BayNo 8

 658.800973 HAR (Browse shelf) 1 Available TBSxx,34006,03,CL 5000019172

Previous ed.: 2004.

Includes bibliographical references.

1. Introduction -- Part I. Marketing wars - 2. Burger wars : McDonald's vs. Burger King, Yum et al. - 3. Cola wars : Coca-Cola vs. PepsiCo - 4. Airlines wars : Boeing vs. Airbus - 5. Sneaker wars : Nike vs. Reebok -- Part II. Managing change and crises - 6. Al Dunlap savages Scott Paper and Sunbeam - 7. Ford explores with Firestone Tires : ill handling a killer scenario - 8. Perrier - overresponding to a crisis -- Part III. Competitive uncertainties - 9. The Kmart/Sears merger of faltering firms - 10. Hewlett-Packard under Carly Fiorina - 11. Toys "R" Us : trying to defend against Wal-Mart - 12. Gateway's efforts to stay alive -- Part IV. 13. Maytag : an incredible sales promotion in England - 14. Merck's Vioxx Catastrophe - 15. Snapple : Quaker's reckless acquisition - 16. Newell Rubbermaid destroys a growth mode - 17. Euro Disney : bungling a successful format -- Part V. Notable marketing successes - 18. Harley-Davidson - creating an enduring mystique - 19. Vanguard - success in taking the road less traveled - 20. Southwest Airlines - "try to match our prices" - 21. Wal-Mart : the unstoppable -- Part VI. Entrepreneurial adventures - 22. Boston Beer - is greater growth possible? - 23. OfficeMax - to the end - 24. Conclusions : what can be learned?

British Degree Programme (UWE) : UMKC7Q-2