Marketing Mistakes and Successes (12^th Ed.)

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.

Preface iii

About the Authors vi

Chapter 1 Introduction 1

PART I MARKETING WARS 9

Chapter 2 Cola Wars: Coke vs. Pepsi 11

Chapter 3 PC Wars: Hewlett-Packard vs. Dell 34

Chapter 4 Airliner Wars: Boeing vs. Airbus 50

PART II COMEBACKS 73

Chapter 5 McDonald’s: Rebirth Through a Low Growth Strategy 75

Chapter 6 Harley-Davidson: Building An Enduring Mystique 94

Chapter 7 Chrysler: Merger Problems and Recovery 109

PART III MARKETING MANAGEMENT MISTAKES 127

Chapter 8 Newell’s Acquisition of Rubbermaid: An Unbelievable Disappointment 129

Chapter 9 Kmart and Sears: A Hedge Fund Manager’s Disaster 142

Chapter 10 Euro Disney: Bungling a Successful Concept 156

Chapter 11 Borders: Too Comfortable with Its Comfy Bookstores 174

Chapter 12 Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing 186

Chapter 13 Borden: Letting Brands Wither 202

Chapter 14 United Way: Damage Control for a Nonprofit’s Image 215

PART IV ENTREPRENEURIAL ADVENTURES 229

Chapter 15 Google: Will an Entrepreneurial Giant Continue to Rule? 231

Chapter 16 Starbucks: Can a Model of Growth Reinvent Itself? 250

Chapter 17 Boston Beer: Is Greater Growth Possible? 266

PART V ETHICAL MISTAKES 281

Chapter 18 Merck: The Vioxx Catastrophe 283

Chapter 19 MetLife: Deceptive Sales Practices 298

Chapter 20 Toyota: Accelerating Problems 311

PART VI NOTABLE MARKETING SUCCESSES 329

Chapter 21 Southwest Airlines: Is It Still the King of Cheap Flights? 331

Chapter 22 Nike: Is It an Unassailable Powerhouse Brand? 351

Chapter 23 Vanguard: Is Advertising Really Needed? 369

Chapter 24 Conclusions: What We Can Learn 381

Index 400

Robert F. Hartley is currently professor emeritus in the marketing department at?Cleveland State University.