Marketing mistakes and successes

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Title:

Author:

Hartley, Robert F., 1927-

ISBN:

9780471159056

Personal Author:

Hartley, Robert F., 1927-

Edition:

7th ed.

Publication Information:

Physical Description:

viii, 376 pages : illustrations ; 23 cm

General Note:

Revised edition of: Marketing mistakes / Robert F. Hartley. 6th ed. c1995.

Contents:

Power of the public image. Nike: riding high with a great image. Food Lion: bad publicity throttles success. United Way: a not-for-profit destroys its image -- Great turnarounds. IBM's rejuvenation. Sears: a stubborn comeback. Harley Davidson fights back, finally -- Marketing mistakes. Borden: letting brand franchises sour. Maytag: a bungled promotion in England. Euro Disney: a successful format stumbles in Europe. Coca-Cola's classic blunder: the failure of marketing research. Elizabeth Taylor has distributor trouble. Snapple: a sorry acquisition. Pepsi finds trouble in South America -- Marketing successes. Microsoft: harnessing innovation. Southwest Airlines: "Try to match our prices". GM's Saturn: a new auto strategy -- Question marks. McDonald's: could there be storm clouds on the horizon? Tobacco: an industry beleaguered -- Entrepreneurial adventures. Parma Pierogies: latent promise. Boston Beer: bearding the big boys -- Ethical and social pressures. ADM: price fixing and political cronyism. Met Life: deceptive sales tactics.

Abstract:

"Experience may be the greatest teacher ... but who needs to repeat the classic marketing blunders of our time!"--BOOK JACKET. "This bestselling casebook presents a series of fascinating scenarios that lets you profit from the mistakes - and successes - of some of today's most prominent business players. In a lively, conversational style, Robert Hartley provides a play-by-play analysis of the decisions and practices that led to the classic marketing blunders and turn-arounds of the modern era."--Jacket.

Subject Term:

Marketing -- United States -- Case studies.

Added Author:

Hartley, Robert F., 1927- Marketing mistakes.

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/onix05/97014092.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0706/97014092-d.html

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Summary

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.