Marketing Mistakes and Successes

Name: Marketing Mistakes and Successes
Price: 3.81 USD
Availability: InStock
ISBN: 9780470169810

ISBN-10: 0470169818

ISBN-13: 9780470169810

Edition: 11th 2009

Authors: Robert F. Hartley, Hartley

List price: $102.95

30 day, 100% satisfaction guarantee!

Marketplace

4 new & used from $3.81

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

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.

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: 0.990
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