Table of Contents 　　Copyright, ii 　　Preface, iii 　　About the Author, vii 　　Chapter 1. Introduction, 1 　　Part I. Entrepreneurial Adventures, 9 　　Chapter 2. Google: An Entrepreneurial Juggernaut, 11 　　Chapter 3. Starbucks: A Paragon of Growth and Employee Benefits Finds Storms, 29 　　Chapter 4. Boston Beer: Is Greater Growth Possible?, 46 　　Part II. Marketing Wars, 61 　　Chapter 5. Cola Wars: Coca-Cola vs. Pepsi, 63 　　Chapter 6. PC Wars: Hewlett-Packard vs. Dell, 86 　　Chapter 7. Airliner Wars: Boeing vs. Airbus; and Recent Outsourcing Woes, 103 　　Part III. Comebacks, 127 　　Chapter 8. McDonald’s: Rebirth Through Moderation, 129 　　Chapter 9. Harley-Davidson: Creating An Enduring Mystique, 147 　　Chapter 10. Continental Airlines: Salvaging From the Ashes, 161 　　Part IV. Marketing Management Mistakes, 175 　　Chapter 11. Borden: Letting Brands Wither, 177 　　Chapter 12. United Way: A Nonprofit Tries to Cope with Image Destruction, 190 　　Chapter 13. DaimlerChrysler: A Merger Made in Hades, 203 　　Chapter 14. Newell’s Acquisition of Rubbermaid Becomes an Albatross, 220 　　Chapter 15. Euro Disney: Bungling a Successful Format, 233 　　Chapter 16. Maytag: An Incredible Sales Promotion in England; and Outsourcing, 251 　　Chapter 17. Kmart and Sears: A Hedge Fund Manager’s Challenge, 267 　　Part V. Notable Marketing Successes, 281 　　Chapter 18. Southwest Airlines: Success Is Finally Contested, 283 　　Chapter 19. Nike: A Powerhouse Brand, 302 　　Chapter 20. Vanguard: Is Advertising Really Needed?, 319 　　Part VI. Ethical Mistakes, 333 　　Chapter 21. Merck’s Vioxx: Catastrophe and Other Problems, 335 　　Chapter 22. MetLife: Deceptive Sales Practices, 351 　　Chapter 23. Ford Explorers with Firestone Tires: A Killer Scenario Ill Handled, 365 　　Chapter 24. Conclusions: What We Can Learn, 380 　　Index, 400