Marketing Mistakes and Successes

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.
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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

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
Perrier�Overresponding 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
Gateway�s 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 � Creating an Enduring Mystique
Vanguard Mutual Funds�Success in Taking the Road Less Traveled
Southwest Airlines�"Try to Match Our Prices"
Wal-Mart�The Unstoppable
Entrepreneurial Adventures
<st1:place w:st="on"><st1:City w:st="on">Boston</st1:City></st1:place> Beer�Is Greater Growth Possible?
Office Max�To the End
Conclusions: What Can Be Learned?
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