Marketing Mistakes & Successes by Robert F Harttley-8th Ed, 25th Anniv Paperback

It Was the Best of Times for a Book
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Item specifics

Condition
Good
A book that has been read but is in good condition. Very minimal damage to the cover including scuff marks, but no holes or tears. The dust jacket for hard covers may not be included. Binding has minimal wear. The majority of pages are undamaged with minimal creasing or tearing, minimal pencil underlining of text, no highlighting of text, no writing in margins. No missing pages. See all condition definitionsopens in a new window or tab
Seller Notes
“There is minimal wear to the covers and binding. The pages have no marks/writing but the first ...
Country of Origin
United States
Educational Level
Adult & Further Education
Personalized
No
Level
Intermediate, Advanced, Business
Features
25th Anniversary Edition
ISBN
9780471370604
Category

About this product

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0471370606
ISBN-13
9780471370604
eBay Product ID (ePID)
499745

Product Key Features

Number of Pages
368 Pages
Publication Name
Marketing Mistakes and Successes
Language
English
Publication Year
2000
Subject
Marketing / General
Type
Textbook
Subject Area
Business & Economics
Author
Robert F. Hartley
Format
Trade Paperback

Dimensions

Item Height
0.5 in
Item Weight
15.5 Oz
Item Length
9.8 in
Item Width
6 in

Additional Product Features

Edition Number
8
Intended Audience
College Audience
LCCN
00-038172
Dewey Edition
22
Reviews
"...a valuable insight into the real marketing world" (Marketing Book of the Week, 25th January 2001)
Illustrated
Yes
Dewey Decimal
658.800973
Table Of Content
MARKETING WARS. Cola Wars: Pepsi vs. Coca-Cola. Sneaker Wars: Reebok vs. Nike. Airliner Wars: Airbus vs. Boeing. Hamburger Wars: Burger King vs. McDonald2s. GREAT COMEBACKS. Continental Airlines-From the Ashes. IBM-A Fading Giant Rejuvenates. CRISIS MANAGEMENT. Met Life-Underresponding to a Crisis. Perrier-Overresponding to a Crisis. United Way-A Not-for-Profit Tries to Cope with Image Destruction. Johnson & Johnson-The Classic Masterpiece for Handling a Major Crisis. MARKETING MANAGEMENT MISTAKES. Toys "R" Us-A Category Killer Falters. Boston Chicken and Planet Hollywood-It Takes More Than Hype. Borden-Letting Brands Wither. Disney-Euro Disney and Other Stumbles. Coors-What2s Wrong with Being Number Three? Maytag-Bungling a Promotion in England. Rubbermaid-Perils of Not Satisfying a Major Customer. NOTABLE MARKETING SUCCESSES. Vanguard-Success With Minimal Marketing. Southwest Airlines-"Try to Match Our Prices". Wal-Mart-The Unstoppable. ETHICAL MISTAKES. ADM-Price Fixing and Political Cronyism. Tobacco-An Industry Beleaguered. Conclusions: What Can Be Learned?
Synopsis
This best-selling casebook presents a series of fascinating scenarios that lets the reader learn from some of today's most prominent business players. In a lively, conversational style, Robert Hartley provides play-by-play analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes- many of these in today's headlines. These real-life war stories are packed with practical tips, insider insights, and marketing wisdom., Take a behind-the-scenes look at today2s biggest marketing mistakes and successes! You can gain valuable, real-world marketing wisdom by taking a behind-the-scenes look at some of today2s most notable marketing successes and failures. With the new 25th anniversary edition of this best-selling casebook, you2ll 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. McDonald2s Continental Airlines-From theA 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-What2s Wrong with Being Number Three? Rubbermaid-Perils of Not Satisfying a Major Customer Vanguard-Success With Minimal Marketing Wal-Mart-The Unstoppable
LC Classification Number
HF5415.1.H37 2000

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