Marketing Mistakes and Successes / Edition 11

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This best-selling casebook, now in its 11th edition, presents a series of fascinating scenarios that let you learn from some of today‚Äôs most prominent business players.  In an engaging, conversational style, Robert Hartley provides detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes. These real-life accounts are packed with practical tips, insider insights, and marketing advice.

As a supplement or main text, this book can be used in a variety of courses, both undergraduate and graduate, ranging from introduction to marketing, marketing management and strategic marketing.

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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, John & Sons, Incorporated
  • Publication date: 2/3/2009
  • Edition description: Older Edition
  • Edition number: 11
  • Pages: 416
  • Sales rank: 942,509
  • 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

Chapter 1: Introduction.

Part I: Entrepreneurial Adventures.

Chapter 2: Google: An Entrepreneurial Juggernaut.

Chapter 3: Starbucks: A Paragon of Growth and Employee Benefits Finds Storms.

Chapter 4: Boston Beer: Is Greater Growth Possible?

Part II: Marketing Wars.

Chapter 5: Cola Wars: Coca-Cola vs. Pepsi.

Chapter 6: PC Wars: Hewlett-Packard vs. Dell.

Chapter 7: Airliner Wars: Boeing vs. Airbus; and Recent Outsourcing Woes.

Part III: Comebacks.

Chapter 8: McDonald's: Rebirth Through Moderation.

Chapter 9: Harley-Davidson: Creating An Enduring Mystique.

Chapter 10: Continental Airlines: Salvaging From the Ashes.

Part I: Marketing Management Mistakes.

Chapter 11: Borden: Letting Brands Wither.

Chapter 12: United Way: A Nonprofit Tries to Cope with Image Destruction.

Chapter 13: DaimlerChrysler: A Merger Made in Hades.

Chapter 14: Newell's Acquisition of Rubbermaid Becomes an Albatross.

Chapter 15: Euro Disney: Bungling a Successful Format.

Chapter 16: Maytag: An Incredible Sales Promotion in England; and Outsourcing.

Chapter 17: Kmart and Sears: A Hedge Fund Manager's Challenge.

Part V: Notable Marketing Successes.

Chapter 18: Southwest Airlines: Success Is Finally Contested.

Chapter 19: Nike: A Powerhouse Brand.

Chapter 20: Vanguard: Is Advertising Really Needed?

Part VI: Ethical Mistakes.

Chapter 21: Merck's Vioxx: Catastrophe and Other Problems.

Chapter 22: MetLife: Deceptive Sales Practices.

Chapter 23: Ford Explorers with Firestone Tires: A Killer Scenario Ill Handled.

Chapter 24 Conclusions: What We Can Learn.

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