Marketing Mistakes and Successes

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9780471743217: Marketing Mistakes and Successes

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

"synopsis" may belong to another edition of this title.

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.

About the Author:

Robert F. Hartley is currently professor emeritus in the marketing department at Cleveland State University.

"About this title" may belong to another edition of this title.

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