Table of Contents
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
