Marketing Mistakes and Successes

ISBN-10: 1118078462

ISBN-13: 9781118078464

Edition: 12th 2014

List price: $146.99 Buy it from $69.16
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Description:

Marketing professionals have relied on Hartley’s book for 30 years to uncover the best and worst marketing programs. Invitation to Research suggestions allow readers to take the case a step further, to investigate what has happened since the case was written, both to the company and even to some of the individuals involved. Learning Insights help marketing professionals see how certain practices—both errors and successes—cross company lines and are prone to be either traps for the unwary or success models. Each chapter has been updated to reflect the latest information available about each case.
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Book details

List price: $146.99
Edition: 12th
Copyright year: 2014
Publisher: John Wiley & Sons, Limited
Publication date: 2/14/2014
Binding: Paperback
Pages: 416
Size: 6.00" wide x 8.90" long x 1.00" tall
Weight: 1.496
Language: English

Preface
About the Authors
Introduction
Marketing Wars
Cola Wars: Coke vs. Pepsi
PC Wars: Hewlett-Packard vs. Dell
Airliner Wars: Boeing vs. Airbus
Comebacks
McDonald's: Rebirth Through a Low Growth Strategy
Harley-Davidson: Building An Enduring Mystique
Chrysler: Merger Problems and Recovery
Marketing Management Mistakes
Newell�s Acquisition of Rubbermaid: An Unbelievable Disappointment
Kmart and Sears: A Hedge Fund Manager�s Disaster
Euro Disney: Bungling a Successful Concept
Borders: Too Comfortable with Its Comfy Bookstores
Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing
Borden: Letting Brands Wither
United Way: Damage Control for a Nonprofit�s Image
Entrepreneurial Adventures
Google: Will an Entrepreneurial Giant Continue to Rule?
Starbucks: Can a Model of Growth Reinvent Itself?
Boston Beer: Is Greater Growth Possible?
Ethical Mistakes
Merck: The Vioxx Catastrophe
MetLife: Deceptive Sales Practices
Toyota: Accelerating Problems
Notable Marketing Successes
Southwest Airlines: Is It Still the King of Cheap Flights?
Nike: Is It an Unassailable Powerhouse Brand?
Vanguard: Is Advertising Really Needed?
Conclusions: What We Can Learn
Index
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