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题名/责任者:

Marketing successes, historical to present day : what we can learn / Robert F. Hartley.

版本说明:

2nd ed.

出版发行项:

New York : J. Wiley, c1990.

ISBN:

0471512621

载体形态项:

vii, 290 p. : ill. ; 23 cm.

个人责任者:

Hartley, Robert F., 1927-

论题主题:

Marketing-Case studies.

中图法分类号:

F713.52

书目附注:

Includes bibliographical references.

内容附注:

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?

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