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Marketing successes, historical to present day : what we can learn

Author: Robert F Hartley
Publisher: New York : J. Wiley, ©1985.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Robert F Hartley
ISBN: 0471842214 9780471842217
OCLC Number: 11045176
Description: vi, 242 pages : illustrations ; 23 cm
Contents: What role for history? --
Part One : The Early Decades of This Century : Strategies Geared to Great Growth : J.C. Penney Co. : running with the chain concept --
Coca-Cola : initiating mass marketing --
The Battle for cigarette supremacy, 1920s and 1930s --
Part Two : The Depression Years : Strategies Honed in Hard Economic Times : King Kullen an the emergence of the supermarket --
Lever's massive attack on Crisco with Spry, 1936 --
Part Three : Post-World War II : Marketing Strategies Shaped to a Booming Economy in a Highly Competitive Environment : Pepsi-Cola in the 1950s : a competitive resurgence --
Lestoil : battling the giants to gain market entry --
Korvette : inaugurating the discount revolution. Part Four : The Decades of the 1960s and 1970s : the Maturing of Marketing : Miller Beer : transfering marketing muscle to the brewing industry --
L'eggs : innovation in hosiery marketing --
McDonald's : success with such a simple product --
K mart : the discount revolution matures --
Perdue Chickens : differentiating a commodity --
Part Five : New Directions For Marketing Strategies : Hyatt Legal Services : new adaptations of marketing --
International Management Group : marketing of athletes --
Apple Computer : blending technology and marketing --
Nike : bearding foreign competition --
Conclusion : what can be learned.
Responsibility: Robert F. Hartley.

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