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:

We all can learn from past mistakes...

It’s just more fun when they’re not your own.

Even corporate giants make mistakes. Now you can learn from the best of them with this behind-the-scenes look at some of today’s most notable marketing mistakes and successes. With the Tenth Edition of this fascinating casebook, you’ll learn how to make better decisions, implement strategies, navigate competitive uncertainties, avoid pitfalls, and seize opportunities.

In a lively conversational style, Robert Hartley provides play-by-play analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Hand's-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career.

This Tenth Edition adds these seven new cases:
  • The Kmart/Sears Merger of Faltering Firms
  • Hewlett-Packard Under Carly Fiorina
  • Toys "R" Us: Trying to Defend Against Wal-Mart
  • Gateway Computer's Efforts to Stay Alive
  • Merck's Vioxx Catastrophe
  • Boston Beer—Is Greater Growth Possible?
  • Office Max—To the End

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Robert F. Hartley
Published by Wiley (1997)
ISBN 10: 0471159050 ISBN 13: 9780471159056
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Robert F. Hartley
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