Marketing Mistakes and Successes (7th ed)

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9780471159056: Marketing Mistakes and Successes (7th ed)

This collection of short, real-company cases explores notable blunders in marketing. It helpfully outlines several contrasting good marketing decisions, their ramifications and the lessons they teach. This book emphasizes how we can learn from mistakes and successes—how we can learn by comparing the unsuccessful with the successful.

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From the Publisher:

Learning from our successes as well as from our mistakes is the basic concept of this text. Offering practical, easy-to-read cases, this seventh edition includes a number of marketing errors and successes. Update information boxes and issues boxes are provided in each chapter.

From the Back Cover:

Take a behind-the-scenes look at today's biggest marketing mistakes and successes!

You can gain valuable, real-world marketing wisdom by taking a behind-the-scenes look at some of today's most notable marketing successes and failures. With the new 25th anniversary edition of this best-selling casebook, you'll learn how to make better marketing decisions, implement strategies, avoid pitfalls, and seize opportunities!

In a lively, conversational style, Robert Hartley Provides play-by-play analyses of the actual decisions and practices that lead to major marketing wars, comebacks, crises, and triumphs at top corporations. These real-life war stories are packed with practical tips and insider insights that will serve you throughout your career.

Fully revised and updated, this Eighth Edition features 13 exciting new cases, including:

  • Cola Wars: Pepsi vs. Coca-Cola
  • Sneaker Wars: Reebok vs. Nike
  • Airliner Wars: Airbus vs. Boeing
  • Hamburger Wars: Burger King vs. McDonald's
  • Continental Airlines-From the?Ashes
  • Perrier-Overresponding to a Crisis
  • Johnson & Johnson-The Classic Masterpiece for Handling a Major Crisis
  • Toys "R" Us-A Category Killer Falters
  • Boston Chicken/Planet Hollywood-It Takes More Than Hype
  • Coors-What's Wrong with Being Number Three?
  • Rubbermaid-Perils of Not Satisfying a Major Customer
  • Vanguard-Success With Minimal Marketing
  • Wal-Mart-The Unstoppable

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