| Edition |
6th ed. |
| Description |
x, 366 p. : ill. ; 23 cm. |
| Bibliography |
Includes bibliographical references. |
| Contents |
Food Lion: bad publicity throttles success -- United Way: a not-for-profit destroys its image: and girl scout doubts -- Perrier: ill-handling of adversity -- IBM: a giant fails to cope -- Sears: faltering to competitors -- Borden: letting brand franchises sour -- Maytag: a bungled promotion in England -- Euro Disney: a successful format does not transfer well to Europe -- Coca-Cola's classic blunder: the failure of marketing research -- Adidas: understimating competitors -- Osborne Computer: short-lived product uniqueness -- Chrysler's great reversal --Harley Davidson fights back, finally -- Microsoft: harnessing innovation -- Southwest Airlines: "try to match our prices" -- GM's saturn: a new auto strategy -- Wal-Mart: now retailing's biggest -- Parma Pierogies: latent promise -- Potpourri of entrepreneurial adventures -- OfficeMax: promise fulfilled -- Dow Corning and Silicone Breast Implants: product safety on the line -- Cigarette controversies |
| Subject |
Marketing -- United States -- Case studies
|
| ISBN |
0471000884 (acid-free paper) |
|
