PART I: MARKETING WARS.

Chapter 2. Burger Wars: McDonald's vs. Burger King, Yum et al.

Chapter 3. Cola Wars: Coca-Cola vs. PepsiCo.

Chapter 4. Airliner Wars: Boeing vs. Airbus.

Chapter 5. Sneaker Wars: Nike vs. Reebok.

PART II: MANAGING CHANGE AND CRISES.

Chapter 6. Al Dunlap Savages Scott Paper and Sunbeam.

Chapter 7. Ford Explorers with Firestone Tires: Ill Handling a Killer Scenario.

Chapter 8. Perrier—Overresponding to a Crisis.

PART III: COMPETITIVE UNCERTAINTIES.

Chapter 9. The Kmart/Sears Merger of Faltering Firms.

Chapter 10. Hewlett-Packard Under Carly Fiorina.

Chapter 11. Toys "R" Us: Trying to Defend Against Wal-Mart.

Chapter 12. Gateway’s Efforts to Stay Alive.

PART IV: MARKETING MANAGEMENT MISTAKES.

Chapter 13. Maytag: An Incredible Sales Promotion in England.

Chapter 14. Merck's Vioxx Catastrophe.

Chapter 15. Snapple: Quaker's Reckless Acquisition.

Chapter 16. Newell Rubbermaid Destroys a Growth Mode.

Chapter 17. Euro Disney: Bungling a Successful Format.

PART V: NOTABLE MARKETING SUCCESSES.

Chapter 18. Harley Davidson – Creating an Enduring Mystique.

Chapter 19. Vanguard Mutual Funds—Success in Taking the Road Less Traveled.

Chapter 20. Southwest Airlines—"Try to Match Our Prices".

Chapter 21. Wal-Mart—The Unstoppable.

PART VI: ENTREPRENEURIAL ADVENTURES.

Chapter 22. Boston Beer—Is Greater Growth Possible?

Chapter 23. Office Max—To the End.

Chapter 24. Conclusions: What Can Be Learned?