Includes bibliographical references and index.

Adolph Coors Company -- Advertising Council -- Alberto-Culver USA, Inc. -- Alexander Hamilton Institute, Inc. -- Allstate Insurance Company -- American Airlines Corporation -- American Broadcasting Company Television Network, Inc. -- American Cancer Society -- American Egg Board -- American Express Company -- American Honda Motor Company, Inc., Acura Division -- American Isuzu Motors, Inc. -- American Safety Razor Company -- American Tourister, Inc. -- Ameritech -- Anheuser-Busch Companies -- Apple Computer, Inc. -- Archer Daniels Midland Company -- AT&T -- Aurora Foods Inc. -- Australian Tourist Commission -- Avis Rent a Car, Inc. -- Bayer Corporation -- Bayerische Motoren Werke Ag -- Beiersdorf, Inc. -- Ben & Jerry's Homemade, Inc. -- Benetton Group Spa -- BIC Corporation -- Black & Decker -- Bohan, Carden, & Cherry -- Book-of-the-Month Club -- Borden Inc. -- Boston Beer Company -- Braun, Inc. -- Brown & Williamson Tobacco Corporation -- Brown-Forman Corporation -- Burger King Corporation -- Cable News Network -- California Milk Processor Board -- California Raisin Marketing Board -- Calvin Klein Cosmetics -- Calvin Klein, Inc. -- Campbell Soup Company -- Canandaigua Wine Company, Inc. -- Cannondale Corporation -- Capitol Records Inc. -- William Carter Company -- Catholic Archdiocese of New York -- Celestial Seasonings, Inc. -- Centers for Disease Control and Prevention -- Chanel Inc. -- Channel 7 WABC -- Charles Atlas Ltd. -- Chevron Corporation -- Chiquita Brands International, Inc. -- Chock Full O'Nuts Corporation -- Church of Jesus Christ of Latter-Day Saints -- Clairol Inc. -- Clorox Corporation -- Coca-Cola Company -- Colgate-Palmolive Company -- Compagnie Generale Des Etablissements Michelin -- Conagra, Inc. -- Consumer Information Center -- Coors Brewing Corporation -- Corning Glass Works -- Cosmair, Inc. -- Cotton Inc. -- CSX Corporation -- Culligan Water Technologies, Inc. -- Cunard Line Ltd. -- Daimler Chrysler -- Dairy Management Inc. -- Dale Carnegie & Associates, Inc. -- Dannon Company -- Debeers Consolidated Mines, Ltd. -- Dell Computer Corporation -- Delta Air Lines, Inc. -- Democratic National Committee -- Diageo Plc -- Dial Corporation -- Domino's Pizza Inc. -- Dow Chemical Company -- Dr Pepper/Seven Up, Inc. -- Dr. Martens Airwair USA, LLC -- Dreyer's Grand Ice Cream, Inc. -- Dunkin's Donuts, Inc. -- E.I. Du Pont de Nemours and Company -- Eastman Kodak Company -- El Al Israel Airlines Ltd. -- Empire State Development Corporation -- Enterprise Rent-a-Car Company -- Euro Disney S.C.A. -- Faultless Starch/Bon Ami Company -- Federal Express Corporation -- Feld Entertainment, Inc. -- Finnish National Distillers, Inc. -- Florida Department of Citrus -- Ford Motor Company -- Foster Grant, a Division of Accessories Associates, Inc. -- Frito-Lay Company -- Fruit of the Loom, Inc. -- Ernest & Julio Gallo Winery -- General Electric Company -- General Mills, Inc. -- General Motors Corporation -- Gerber Products Company -- Gillette Company -- Girl Scouts of the United States of America -- Global Beverage Company -- Golden Grain Company -- B.F. Goodrich Company -- Goodyear Tire and Rubber Company -- Greyhound Lines, Inc. -- Gte -- Haggar Apparel Company -- Hallmark Cards, Inc. -- Hanes Hosiery -- Harley-Davidson, Inc. -- Hartford Insurance Company -- Hasbro, Inc. -- C.F. Hathaway & Company -- Healthtex, Inc. -- H.J. Heinz Company -- Heinz Pet Products -- Helene Curtis Industries, Inc. -- Hershey Foods Corporation -- Hertz Corporation -- Holiday Inn Worldwide -- Hygrade Food Products Corporation -- Intel Corporation -- International Business Machines Corporation -- International Correspondence Schools -- International Home Foods Inc. -- J. Peterman Company -- J.B. Williams Company -- Jack Daniel Distillery -- Jantzen Inc. -- Andrew Jergens Company -- John Hancock Mutual Life Insurance Company -- Johnson & Johnson -- Johnson & Johnson-Merck Consumer Pharmaceuticals Company -- Jordan Motor Car Company -- Just Say No Foundation -- Keds Corporation -- Keebler Company -- Keep America Beautiful, Inc. -- Kellogg Company -- KFC USA -- Kia Motors America, Inc. -- Kiwi Brands, Inc. -- Kraft Foods Inc. -- L'Eggs Products, Inc. -- Lee Apparel Company -- Lever Brothers Corporation -- Levi Strauss & Company -- Henry S. Levy & Sons, Inc. -- Lexus Division of Toyota Motor Sales USA -- Liz Claiborne, Inc. -- R.H. Macy & Company, Inc. -- Maidenform Worldwide Inc. -- Mars, Inc. -- Mattel, Inc. -- Maxwell House Coffee -- Maytag Corporation -- Mcdonald's Corporation -- Mci Worldcom, Inc. -- Mcneil Consumer Products Company -- Media-Advertising Partnership for A Drug-Free America -- Memtek Products Inc. -- Mercedes-Benz of North America, Inc. -- Merrill Lynch & Co. -- Michelin North America, Inc. -- Microsoft Corporation -- Midas International Corporation -- Miles Laboratories -- Miller Brewing Company -- Minnesota Mining and Manufacturing Company -- Minolta Company Ltd. -- Molson Breweries U.S.A., Inc. -- Morgan Stanley Dean Witter -- Morton International, Inc. -- Motel 6 Corporation -- MTV Networks, Inc. -- Muscular Dystrophy Association -- Nabisco Group Holdings Association -- Nabisco Holdings Corporation -- National Association of Broadcasters -- National Basketball Association -- National Basketball Association Properties, Inc. -- National Broadcasting Company, Inc. -- National Cattlemen's Beef Association -- National Crime Prevention Council -- National Federation of Coffee Growers of Colombia -- National Pork Producers Council -- National Thoroughbred Racing Association -- Nestle Beverage Company -- Nestle USA, Inc. -- New York, New Haven and Hartford Railroad Company -- New Yorker Magazine, Inc. -- Newspaper Association of America -- Nike, Inc. -- Nissan Motor Company, Ltd -- Norfolk Southern Corporation -- Northwestern Mutual Life Insurance Company -- Ocean Spray Cranberries, Inc. -- Oscar Mayer Foods -- Packard Motor Car Company -- Pan American Coffee Bureau -- Parfums De Coeur, Ltd. -- Partnership for a Drug-Free America -- Pepsi-Cola Company -- Pfizer -- Pharmacia & Up John, Inc. -- Philip Morris Companies, Inc. -- Phoenix Home Life Mutual Insurance Company -- Pillsbury Company -- Pioneer Electronics (USA) Inc. -- Pitney Bowes Inc. -- Pizza Hut, Inc. -- Playtex Apparel, Inc. -- Polaroid Corporation -- Poof Products, Inc. -- Dr. Ing. H.C. Ferdinand Porsche Ag -- Procter & Gamble Company -- Procter & Gamble Company/Cover Girl -- Prudential Insurance Company of America -- Publishers Clearing House -- Puerto Rico Tourism Company -- Qantas Airways Ltd. -- Quaker Oats Company -- Radio Advertising Bureau -- Random House, Inc. -- Reading is Fundamental -- Red Roof Inns, Inc. -- Reebok International Ltd. -- Rodale Press -- Rolling Stone -- Rolls-Royce -- Ronco Inc. -- Roto-Rooter Corporation -- Rubio's Restaurant Inc. -- Russia Cement Company -- S.C. Johnson & Son, Inc. -- Saab Automobile AB -- Sara Lee Corporation -- Saturn Corporation -- Save the Children Federation -- Schering-Plough Healthcare Products, Inc. -- Schieffelin Somerset & Corporation -- Schwinn Cycling & Fitness, Inc. -- Seagram Americas -- Seagram Company Ltd. -- Sears, Roebuck and Company -- Security of Life Denver -- Sega of America -- Shell Oil Company -- Sherwin Cody School of English -- Siemens Corporation -- Pierre Smirnoff Company -- Smith Barney -- Snapper Power Equipment -- Sony Corporation -- Southland Corporation -- Sprint Corporation -- Sprint Pcs -- Stanley Works -- Staples, Inc. -- Starkist Foods, Inc. -- State Farm Insurance Companies -- Steinway Musical Instruments, Inc. -- John B. Stetson Company -- Stouffer Frozen Foods -- Subaru of America, Inc. -- Sunbeam Corporation -- Sunkist Growers, Inc. -- Sunsweet Growers Inc. -- Swisher International Group Inc. -- Taco Bell Corporation -- Tandy Corporation -- Tenneco, Inc. -- Texaco Inc. -- Thomson Consumer Electronics -- Timex Corporation -- Tommy Hilfiger Corporation -- The Topps Company -- Toyota Motor Sales USA -- Toys "R" US, Inc. -- Travelers -- U.S. School of Music -- Uncle Ben's Inc. -- Unilever HPC USA -- Unilever PLC -- Unilever United States, Inc. -- United Airlines, Inc. -- United Negro College Fund -- United States Army -- United States Department Of Agriculture -- United State Department Of Transportation -- United States Department Of The Treasury -- United States Marine Corps -- United States Postal Service -- United Way Of America -- Virginia Tourism Corporation -- Visa U.S.A. -- Vlasic Foods International Inc. -- Volkswagen Of America, Inc. -- Volvo Cars Of North America -- Walt Disney Company -- Warner Brothers Inc. -- Warner-Lambert Company -- Wendy's International, Inc. -- Wenner Media -- Whirlpool Corporation -- White Castle Systems, Inc. -- Whitehall-Robins -- Whitman Candies, Inc. -- Wolverine World Wide, Inc. -- Wrangler -- Wm. Wrigley Jr. Company -- Yamaha Corporation -- Zenith Electronics Corporation.

Have you ever wondered how marketing campaigns such as Microsoft's "Where do you want to go today?" came to be? Now, you can find the answer in the Encyclopedia of Major Marketing Campaigns.

There is a growing need for information that describes successes and failures of market trends strategies and initiatives. New from the Gale Group, the Encyclopedia of Major Marketing Campaigns looks at 500 major marketing and advertising campaigns of the 20th century from a historical perspective and several related initiatives of earlier years that developed the basis for present day advertising.

Entry articles, averaging 2,000 words in length, look at the advertising campaign's or market initiative's historical context, target market, expected outcomes, competition, marketing strategy, and development hurdles and the outcome of the campaign -- what worked, what didn't and why. The entry ends with further information for researchers -- references to competitors and annotated citations to relevant campaigns and periodical articles.

The companies and campaigns featured in this edition include: -- The Coca-Cola company: "Always Coca-Cola"-- DeBeers: "A Diamond is Forever"-- General Electric: "We Bring Good Things to Life"-- General Mills: "Breakfast of Champions"-- Kellogg Company: "Snap, Crackle and Pop"-- McDonald's: "You deserve a Break Today"-- Seven-Up: "No caffeine, Never Had It, Never Will"

Other features include photos and illustrations, a chronology that captures key marketing initiatives and a master index.