Marketing Mistakes and Successes

ISBN-10: 0470169818

ISBN-13: 9780470169810

Edition: 11th 2009

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Description: This best-selling casebook, now in its 11 th edition, presents a series of fascinating scenarios that let you learn from some of today's most prominent business players. In an engaging, conversational style, Robert Hartley provides detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes. These real-life accounts are packed with practical tips, insider insights, and marketing advice. As a supplement or main text, this book can be used in a variety of courses, both undergraduate and graduate, ranging from introduction to marketing, marketing management and strategic marketing.

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Book details

List price: $102.95
Edition: 11th
Copyright year: 2009
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/3/2009
Binding: Paperback
Pages: 416
Size: 6.00" wide x 8.75" long x 0.50" tall
Weight: 1.210
Language: English

Preface
About the Author
Introduction
Entrepreneurial Adventures
Google: An Entrepreneurial Juggernaut
Starbucks: A Paragon of Growth and Employee Benefits Finds Storms
Boston Beer: Is Greater Growth Possible?
Marketing Wars
Cola Wars: Coca-Cola vs. Pepsi
PC Wars: Hewlett-Packard vs. Dell
Airliner Wars: Boeing vs. Airbus; and Recent Outsourcing Woes
Comebacks
McDonald's: Rebirth Through Moderation
Harley-Davidson: Creating An Enduring Mystique
Continental Airlines: Salvaging From the Ashes
Marketing Management Mistakes
Borden: Letting Brands Wither
United Way: A Nonprofit Tries to Cope with Image Destruction
Daimler Chrysler: A Merger Made in Hades
Newell's Acquisition of Rubbermaid Becomes an Albatross
Euro Disney: Bungling Successful Format
Maytag: An Incredible Sales Promotion in England; and Outsourcing
Kmart and Sears: A Hedge Fund Manager's Challenge
Notable Marketing Successes
Southwest Airlines: Success Is Finally Contested
Nike: A Powerhouse Brand
Vanguard: Is Advertising Really Needed?
Ethical Mistakes
Merck's Vioxx: Catastrophe and Other Problems
MetLife: Deceptive Sales Practices
Ford Explorers with Firestone Tires: A killer Scenario Ill Handled
Conclusions: What We Can Learn
Index
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