Marketing Mistakes and Successes

Name: Marketing Mistakes and Successes
Price: 6.32 USD
Availability: InStock
ISBN: 9780471743217

ISBN-10: 0471743216

ISBN-13: 9780471743217

Edition: 10th 2006 (Revised)

Authors: Robert F. Hartley

List price: $67.95

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This best-selling casebook presents a series of fascinating scenarios that lets the reader learn from some of today's most prominent business players. In a lively, conversational style, Robert Hartley provides play-by-play analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes- many of these in today's headlines. These real-life war stories are packed with practical tips, insider insights, and marketing wisdom.

Book details

List price: $67.95
Edition: 10th
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 11/4/2005
Binding: Paperback
Pages: 384
Size: 6.25" wide x 9.00" long x 0.75" tall
Weight: 0.990
Language: English




Introduction



Marketing Wars



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



Cola Wars: Coca-Cola vs. PepsiCo



Airliner Wars: Boeing vs. Airbus



Sneaker Wars: Nike vs. Reebok



Managing Change And Crises



Al Dunlap Savages Scott Paper and Sunbeam



Ford Explorers with Firestone Tires: Ill Handling a Killer Scenario



Perrierï¿½Overresponding to a Crisis



Competitive Uncertainties



The Kmart/Sears Merger of Faltering Firms



Hewlett-Packard Under Carly Fiorina



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



Gatewayï¿½s Efforts to Stay Alive



Marketing Management Mistakes



Maytag: An Incredible Sales Promotion in <st1:country-region w:st="on"><st1:place w:st="on">England</st1:place></st1:country-region>



Merck's Vioxx Catastrophe



Snapple: Quaker's Reckless Acquisition



Newell Rubbermaid Destroys a Growth Mode



Euro Disney: Bungling a Successful Format



Notable Marketing Successes



Harley Davidson ï¿½ Creating an Enduring Mystique



Vanguard Mutual Fundsï¿½Success in Taking the Road Less Traveled



Southwest Airlinesï¿½"Try to Match Our Prices"



Wal-Martï¿½The Unstoppable



Entrepreneurial Adventures



<st1:place w:st="on"><st1:City w:st="on">Boston</st1:City></st1:place> Beerï¿½Is Greater Growth Possible?



Office Maxï¿½To the End



Conclusions: What Can Be Learned?