Hartley, Claycomb:

Marketing Mistakes and Successes, 12th Edition

Instructor Companion Site

Table Of Contents

Chapter 1: Introduction

Chapter 2: Cola Wars: Coke vs. Pepsi

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

Chapter 4: Airliner Wars: Boeing vs. Airbus

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

Chapter 6: Harley-Davidson: Building An Enduring Mystique

Chapter 7: Chrysler: Merger Problems and Recovery

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

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

Chapter 10: Euro Disney: Bungling a Successful Concept

Chapter 11: Borders: Too Comfortable with Its Comfy Bookstores

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

Chapter 13: Borden: Letting Brands Wither

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

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

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

Chapter 17: Boston Beer: Is Greater Growth Possible?

Chapter 18: Merck: The Vioxx Catastrophe

Chapter 19: MetLife: Deceptive Sales Practices

Chapter 20: Toyota: Accelerating Problems

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

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

Chapter 23: Vanguard: Is Advertising Really Needed?

Chapter 24: Conclusions: What We Can Learn

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