Part 1: Marketing wars -- Burger Wars: McDonald's vs. Burger King, Yum et al. -- Coca wars: Coco-Cola vs. PepsiCo -- Airliner wars : Boeing vs. Airbus -- Sneaker Wars : Nike vs. Reebok -- Part 2: Managing change and crises -- Al Dunlap Savages Scott Paper and Sunbeam -- Ford explorers with Firestone Tires : Ill handling a killer scenario -- perrier - Overresponding to a crisis -- Part 3: Competitive uncertainties -- The Kmart/Sears merger of faltering firms -- Hewlett-Packard under Carly Fiorina -- Toys "R" us : trying to defend against Wal-Mart -- Gateway's efforts to stay alive -- Part 4: Marketing management mistakes -- Maytag: an incredible sales promotion in England -- Merck's Vioxx catastrophe -- Snapple : Quaker's reckless acquisiton -- Newell Rubbermaid Destroys a growth mode -- Euro Disney : bungling a successful format -- Part 5: Notable marketing successes -- Harley-Davidson - creating an enguring mystique -- Vanguard - Success in taking the road less traveled -- Southwest Airlines - "Try to match our prices" -- Wal-Mart : the unstoppable -- Part 6: Entrepreneurial adventures -- Boston Beer - is greater growth possible? -- OfficeMax - to the end

1. Marketing -- United States -- Case studies