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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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:
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Book Description Wiley, 1997. Paperback. Book Condition: New. 7. Bookseller Inventory # DADAX0471159050
Book Description Wiley, 1997. Paperback. Book Condition: New. book. Bookseller Inventory # 0471159050
Book Description Wiley, 1997. Paperback. Book Condition: New. New item. Bookseller Inventory # QX-026-05-2304402
Book Description John Wiley & Sons, Incorporated. Soft cover. Book Condition: New. New, 7th Edition .Delivery time is 3-5 business days via either UPS, FedEx, DHL. Premium quality books. Bookseller Inventory # 0471159050
Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97804711590561.0