Marketing Mistakes 8e
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MARKETING WARS.
Cola Wars: Pepsi vs. Coca-Cola.
Sneaker Wars: Reebok vs. Nike.
Airliner Wars: Airbus vs. Boeing.
Hamburger Wars: Burger King vs. McDonald's.
GREAT COMEBACKS.
Continental AirlinesFrom the Ashes.
IBMA Fading Giant Rejuvenates.
CRISIS MANAGEMENT.
Met LifeUnderresponding to a Crisis.
PerrierOverresponding to a Crisis.
United WayA Not-for-Profit Tries to Cope with Image Destruction.
Johnson & JohnsonThe Classic Masterpiece for Handling a Major Crisis.
MARKETING MANAGEMENT MISTAKES.
Toys "R" UsA Category Killer Falters.
Boston Chicken and Planet HollywoodIt Takes More Than Hype.
BordenLetting Brands Wither.
DisneyEuro Disney and Other Stumbles.
CoorsWhat's Wrong with Being Number Three?
MaytagBungling a Promotion in England.
RubbermaidPerils of Not Satisfying a Major Customer.
NOTABLE MARKETING SUCCESSES.
VanguardSuccess With Minimal Marketing.
Southwest Airlines"Try to Match Our Prices".
Wal-MartThe Unstoppable.
ETHICAL MISTAKES.
ADMPrice Fixing and Political Cronyism.
TobaccoAn Industry Beleaguered.
Conclusions: What Can Be Learned?
Cola Wars: Pepsi vs. Coca-Cola.
Sneaker Wars: Reebok vs. Nike.
Airliner Wars: Airbus vs. Boeing.
Hamburger Wars: Burger King vs. McDonald's.
GREAT COMEBACKS.
Continental AirlinesFrom the Ashes.
IBMA Fading Giant Rejuvenates.
CRISIS MANAGEMENT.
Met LifeUnderresponding to a Crisis.
PerrierOverresponding to a Crisis.
United WayA Not-for-Profit Tries to Cope with Image Destruction.
Johnson & JohnsonThe Classic Masterpiece for Handling a Major Crisis.
MARKETING MANAGEMENT MISTAKES.
Toys "R" UsA Category Killer Falters.
Boston Chicken and Planet HollywoodIt Takes More Than Hype.
BordenLetting Brands Wither.
DisneyEuro Disney and Other Stumbles.
CoorsWhat's Wrong with Being Number Three?
MaytagBungling a Promotion in England.
RubbermaidPerils of Not Satisfying a Major Customer.
NOTABLE MARKETING SUCCESSES.
VanguardSuccess With Minimal Marketing.
Southwest Airlines"Try to Match Our Prices".
Wal-MartThe Unstoppable.
ETHICAL MISTAKES.
ADMPrice Fixing and Political Cronyism.
TobaccoAn Industry Beleaguered.
Conclusions: What Can Be Learned?
English
"...a valuable insight into the real marketing world" (Marketing Book of the Week, 25th January 2001)
