机读格式显示(MARC)

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• 003 CAL

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• 008 890605s1990 nyua b 000 0 eng

• 010 __ |a 89014805

• 020 __ |a 0471512621

• 040 __ |a DLC |c DLC |d UKM |d PSM |d URB

• 050 00 |a HF5415 |b .H2432 1990

• 082 00 |a 658.8 |2 20

• 090 __ |a F713.52/E16

• 093 __ |a F713.52 |2 4

• 099 __ |a CAL 022010203980

• 100 1_ |a Hartley, Robert F., |d 1927-

• 245 10 |a Marketing successes, historical to present day : |b what we can learn / |c Robert F. Hartley.

• 250 __ |a 2nd ed.

• 260 __ |a New York : |b J. Wiley, |c c1990.

• 300 __ |a vii, 290 p. : |b ill. ; |c 23 cm.

• 504 __ |a Includes bibliographical references.

• 505 0_ |a 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?

• 650 _0 |a Marketing |v Case studies.

• 920 __ |a 222016 |z 1

• 998 __ |a SCU