Marketing Mistakes and Successes
Edition: 12th 2014
List price: $146.99
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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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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $146.99
Copyright year: 2014
Publisher: John Wiley & Sons, Limited
Publication date: 2/14/2014
Size: 6.25" wide x 9.25" long x 0.75" tall
|About the Authors|
|Cola Wars: Coke vs. Pepsi|
|PC Wars: Hewlett-Packard vs. Dell|
|Airliner Wars: Boeing vs. Airbus|
|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|
|Google: Will an Entrepreneurial Giant Continue to Rule?|
|Starbucks: Can a Model of Growth Reinvent Itself?|
|Boston Beer: Is Greater Growth Possible?|
|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|