World-Class Marketing Classics from the Past Hundred Years

Author: Hongtai
Publisher:
Publish Date: 2003-10-01
Features: The book is divided into nine parts and fifteen chapters. Part I describes marketing innovation in the automotive industry, featuring cases of Ford and General Motors. Early 20th-century product marketing represented by Ford, as Trout said, "The power of marketing comes from simplicity," Ford's standardized product marketing approach became a classic case for MBA students. Around the same time, General Motors also took off and eventually grew into a world-class company (1990s). Part II describes marketing innovation in the financial history, highlighting Merrill Lynch's rise after the Great Depression, which marked a successful move by Wall Street towards the general public; it also features Citibank's service marketing. Part III portrays marketing exemplars in the food industry, namely McDonald's and Coca-Cola, which represent American culture and lifestyle. Part IV describes the marketing strategies of Procter & Gamble in the consumer goods industry and the Swiss watch brand Swatch. Part V describes the changes in corporate marketing strategies in the era of globalization, featuring the rise of Sony. Part VI tells the marketing stories of the retail industry, analyzing leaders such as Walmart and Marks & Spencer. Parts VII and VIII focus on Nike in the sports shoe industry and Disney in the entertainment industry. The final part analyzes the leaders of the information revolution, Microsoft and Dell. The rise of Microsoft was a major event of the 20th century, while Dell's direct marketing suggests that companies should be closer to "God"—the customer. What about the future? Kotler said, "The ultimate goal of marketing is to achieve category leadership." Readers can reflect on these business stories!