Marketing mistakes (Grid series in marketing)

Hartley, Robert F

ISBN 10: 0882441043 ISBN 13: 9780882441047

Publisher: Grid, inc, 1976

Synopsis

These cases, as in the first and second editions, represent classic marketing mistakes, some of which have been widely publicized. For example, the Edsel case is perhaps the most widely known marketing mistake of all time. A variety of firms, industries, problems and mistakes are presented. Most of the firms are familiar to you - eg, Gillette, STP Corporation, Adidas, Coors Beer - although the details of their problems may not be. The time span ranges over several decades, although most of the cases involve fairly recent events. Where the mistakes occurred several decades ago - such as the Edsel, and Montgomery Ward's no-growth philosophy - still the circumstances and what can be learned are far from dated. The aim of this book, as in other editions, is to search for what can be learned from mistakes - what lessons the reader can come away with that have wider implications: transferable to other firms, other times, other situations.

About 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.

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

About this edition

• Publisher: Grid, inc
• Publication date: 1976
• ISBN 10: 0882441043
• ISBN 13: 9780882441047
• Binding: Loose Leaf
• Number of pages: 147