Marketing Mistakes and Successes

Name: Marketing Mistakes and Successes
Availability: InStock
ISBN: 9781118078464

ISBN-10: 1118078462

ISBN-13: 9781118078464

Edition: 12th 2014

Authors: Robert F. Hartley, Cindy Claycomb

List price: $82.95

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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.

Book details

List price: $82.95
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: 1.232



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



Newellï¿½s Acquisition of Rubbermaid: An Unbelievable Disappointment



Kmart and Sears: A Hedge Fund Managerï¿½s 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 Nonprofitï¿½s 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