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


Marketing Mistakes and Successes

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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2024-07-09

      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



      图书描述

      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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