Marketing Mistakes and Successes, 11th Edition
February 2009, ©2009
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.
Part I: Entrepreneurial Adventures.
Chapter 2: Google: An Entrepreneurial Juggernaut.
Chapter 3: Starbucks: A Paragon of Growth and Employee Benefits Finds Storms.
Chapter 4: Boston Beer: Is Greater Growth Possible?
Part II: Marketing Wars.
Chapter 5: Cola Wars: Coca-Cola vs. Pepsi.
Chapter 6: PC Wars: Hewlett-Packard vs. Dell.
Chapter 7: Airliner Wars: Boeing vs. Airbus; and Recent Outsourcing Woes.
Part III: Comebacks.
Chapter 8: McDonald's: Rebirth Through Moderation.
Chapter 9: Harley-Davidson: Creating An Enduring Mystique.
Chapter 10: Continental Airlines: Salvaging From the Ashes.
Part I: Marketing Management Mistakes.
Chapter 11: Borden: Letting Brands Wither.
Chapter 12: United Way: A Nonprofit Tries to Cope with Image Destruction.
Chapter 13: DaimlerChrysler: A Merger Made in Hades.
Chapter 14: Newell's Acquisition of Rubbermaid Becomes an Albatross.
Chapter 15: Euro Disney: Bungling a Successful Format.
Chapter 16: Maytag: An Incredible Sales Promotion in England; and Outsourcing.
Chapter 17: Kmart and Sears: A Hedge Fund Manager's Challenge.
Part V: Notable Marketing Successes.
Chapter 18: Southwest Airlines: Success Is Finally Contested.
Chapter 19: Nike: A Powerhouse Brand.
Chapter 20: Vanguard: Is Advertising Really Needed?
Part VI: Ethical Mistakes.
Chapter 21: Merck's Vioxx: Catastrophe and Other Problems.
Chapter 22: MetLife: Deceptive Sales Practices.
Chapter 23: Ford Explorers with Firestone Tires: A Killer Scenario Ill Handled.
Chapter 24 Conclusions: What We Can Learn.
- New Cases on popular companies such as Google and Starbucks.
- Ethical Mistakes section returns in the 11th edition because organizations need to be responsive to society’s best interests now more than ever.
- Comebacks section, which highlights firms rising from adversity, has also been reinstated by popular demand.
- Make Your Own Analysis section, based on reviewer recommendations, asks students to stretch themselves by drawing their own conclusions to the cases and defending them.
- Assess the Latest Developments sections appear in cases that are so current they are still developing.
- Three cases address social and ethical concerns in today’s environment of close scrutiny over business practices.
- Learning insights help students see how certain practices--both mistakes and successes--cross company lines and are prone to be either traps for the unwary or success modes.
- Information Boxes and Issue Boxes are included within each chapter to highlight relevant concepts and issues.
- Profile Boxes introduce students to the marketers involved in the case and how they made their decisions.
- Discussion Questions and Hands-On Exercises encourage and stimulate student involvement.
- Team Debate Exercises involve students in debates on issues discussed in the respective cases.
- Invitation to Research questions allow students to take the cases a step further, to investigate what has happened since the case was written.
- Devil’s Advocate exercises allow students to argue against a proposed course of action to test its merits.
- The various learning insights are summarized and classified into general conclusions in the final chapter.
- Popular Marketing Wars cases pit archrivals against one another in three hotly contested arenas.