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

Author: Robert F Hartley
Publisher: New York : J. Wiley, ©1990.
Edition/Format:   Print book : English : 2nd edView all editions and formats
Database:WorldCat
Summary:

Intended as supplementary reading for marketing courses, this book covers selected significant marketing successes of companies since the turn of the century. The success of such companies as  Read more...

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Genre/Form: Case studies
Fallstudiensammlung
Additional Physical Format: Online version:
Hartley, Robert F., 1927-
Marketing successes, historical to present day.
New York : J. Wiley, ©1990
(OCoLC)756417881
Document Type: Book
All Authors / Contributors: Robert F Hartley
ISBN: 0471512621 9780471512622
OCLC Number: 19921251
Description: vii, 290 pages : illustrations ; 23 cm
Contents: What role for history? --
J.C. Penney Co. : running with the chain concept --
Coca-Cola : initiating mass marketing --
The battle for cigarette supremacy, 1920s and 1930s --
King Kullen and the emergence of the supermarket --
Lever's massive attack on Crisco with Spry, 1936 --
Pepsi-Cola in the 1950s : a competitive resurgence --
Lestoil : battling the giants to gain market entry --
Korvette : inaugurating the discount revolution --
Miller beer : transferring 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 --
Hyatt Legal Services : new adaptations of marketing --
International Management Group : marketing of athletes --
Apple Computer : blending technology and marketing --
Nike : bearding foreign competition --
The Dalkon Shield : mishandling the public trust --
Johnson & Johnson's Tylenol : regaining the public trust --
Conclusions : what can be learned?
Responsibility: Robert F. Hartley.

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