Marketing Mistakes and Successes
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Book Overview
We all can learn from past mistakes... It's just more fun when they're not your own. Even corporate giants make mistakes. Now you can learn from the best of them with this behind-the-scenes look at some of today's most notable marketing mistakes and successes. With the Tenth Edition of this fascinating casebook, you'll learn how to make better decisions, implement strategies, navigate competitive uncertainties, avoid pitfalls, and seize opportunities. In a lively conversational style, Robert Hartley provides play-by-play analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Hand's-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career. This Tenth Edition adds these seven new cases: * The Kmart/Sears Merger of Faltering Firms * Hewlett-Packard Under Carly Fiorina * Toys "R" Us: Trying to Defend Against Wal-Mart * Gateway Computer's Efforts to Stay Alive * Merck's Vioxx Catastrophe * Boston Beer--Is Greater Growth Possible? * Office Max--To the End
Format:Paperback
Language:English
ISBN:0471743216
ISBN13:9780471743217
Release Date:November 2005
Publisher:John Wiley & Sons
Length:374 Pages
Weight:1.05 lbs.
Dimensions:0.6" x 6.3" x 9.0"
Related Subjects
Business Business & Finance Business & Investing Economics Marketing Marketing & SalesCustomer Reviews
5 ratings
Very satisfied
Published by Thriftbooks.com User , 15 years ago
Product arrived promptly and condition was as described. I would buy from this seller again.
Great purchase
Published by Thriftbooks.com User , 15 years ago
I bought a used book and it was in great condition!! Thank you so much!!! It was just what I needed!!
Marketing Mistakes and Successes
Published by Thriftbooks.com User , 16 years ago
This book is a great read. Very interesting articles about different famous companies. I recommend it even if you're not a student.
I love it
Published by Thriftbooks.com User , 18 years ago
This is a really great read for any marketer who wants to learn from past mistakes and successes. The scenarios are open for interpretation by the reader so it also makes an excellent case studies book.
Engaging and helpful
Published by Thriftbooks.com User , 18 years ago
I am an undergrad. student and am not too familiar with the business concepts, but this book is engaging even if I am not fully educated with business terminologies. The cases mentioned, as well as the analysis is definitely helpful because it is one way to understand these real-life companies, such as how Carly Fiorina came to H-P and was later ousted; the competition between Toy-R-Us and Walmart are all worth reading over. I highly recommend it for anyone interested in business.
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