Marketing Mistakes and Successes / Edition 11

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Learn from others' mistakes . . .
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Editorial Reviews

Marketing Book of the Week
...a valuable insight into the real marketing world.
This textbook explains the principles of marketing by analyzing real- life marketing successes and failures. The cases are organized into sections on marketing wars, great comebacks, crisis management, marketing management mistakes, notable marketing successes, and ethical mistakes. The 8th edition features 13 new cases including the cola wars, the failures of Boston Chicken and Planet Hollywood, and the runaway success of Wal-Mart. The volume is not indexed. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780470169810
  • Publisher: Wiley
  • Publication date: 2/3/2009
  • Edition description: Older Edition
  • Edition number: 11
  • Pages: 416
  • Sales rank: 1,368,220
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.70 (d)

Meet the Author

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

Ch. 1 Introduction 1
Pt. I The Power of the Public Image
Ch. 2 Nike: Riding High With a Great Image 13
Ch. 3 Food Lion: Bad Publicity Throttles Success 28
Ch. 4 United Way: A Not-for-Profit Destroys Its Image 43
Pt. II Great Turnarounds
Ch. 5 IBM's Rejuvenation 61
Ch. 6 Sears: A Stubborn Comeback 80
Ch. 7 Harley Davidson Fights Back, Finally 97
Pt. III Marketing Mistakes
Ch. 8 Borden: Letting Brand Franchises Sour 115
Ch. 9 Maytag: A Bungled Promotion in England 129
Ch. 10 Euro Disney: A Successful Format Stumbles in Europe 143
Ch. 11 Coca-Cola's Classic Blunder: The Failure of Marketing Research 160
Ch. 12 Elizabeth Taylor Has Distributor Trouble 177
Ch. 13 Snapple: A Sorry Acquisition 187
Ch. 14 Pepsi Finds Trouble in South America 202
Pt. IV Marketing Successes
Ch. 15 Microsoft: Harnessing Innovation 217
Ch. 16 Southwest Airlines: "Try to Match Our Prices" 234
Ch. 17 GM's Saturn: A New Auto Strategy 250
Pt. V Question Marks
Ch. 18 McDonald's: Could There Be Storm Clouds on the Horizon? 271
Ch. 19 Tobacco: An Industry Beleaguered 286
Pt. VI Entrepreneurial Adventures
Ch. 20 Parma Pierogies: Latent Promise 307
Ch. 21 Boston Beer: Bearding the Big Boys 318
Pt. VII Ethical and Social Pressures
Ch. 22 ADM: Price Fixing and Political Cronyism 333
Ch. 23 Met Life: Deceptive Sales Tactics 347
Ch. 24 Conclusions: What Can Be Learned? 359
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