Marketing Mistakes and Successes pdf epub mobi txt 电子书 下载 2024


Marketing Mistakes and Successes

简体网页||繁体网页
Hartley, Robert F.
John Wiley & Sons Inc
374
72.45
Pap
9780471743217

图书标签: 商业  Marketing  MKT   


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发表于2024-11-05

Marketing Mistakes and Successes epub 下载 mobi 下载 pdf 下载 txt 电子书 下载 2024

Marketing Mistakes and Successes epub 下载 mobi 下载 pdf 下载 txt 电子书 下载 2024

Marketing Mistakes and Successes pdf epub mobi txt 电子书 下载 2024



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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

Marketing Mistakes and Successes 下载 mobi epub pdf txt 电子书

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