Marketing Mistakes and Successes

Robert F. Hartley (Cleveland State University), Cindy Claycomb

$219.95

Paperback

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English

John Wiley & Sons Inc
17 September 2013

Sales & marketing management

This best-selling casebook, now in its 12th edition, presents a series of real-life scenarios, packed with practical tips, insider insights, and marketing advice. In an engaging, conversational style, each story provides detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes.

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. Adopt the whole book, or choose the cases that best fit your syllabus through a simple three-step process in Wiley Custom Select. Visit customselect.wiley.com to get started.

By: Robert F. Hartley (Cleveland State University), Cindy Claycomb
Imprint: John Wiley & Sons Inc
Country of Publication: United States
Edition: 12th edition
Dimensions: Height: 226mm, Width: 152mm, Spine: 25mm
Weight: 590g
ISBN: 9781118078464
ISBN 10: 1118078462
Pages: 416
Publication Date: 17 September 2013
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Active

Preface iii About the Authors vi Chapter 1 Introduction 1 PART I MARKETING WARS 9 Chapter 2 Cola Wars: Coke vs. Pepsi 11 Chapter 3 PC Wars: Hewlett-Packard vs. Dell 34 Chapter 4 Airliner Wars: Boeing vs. Airbus 50 PART II COMEBACKS 73 Chapter 5 McDonald’s: Rebirth Through a Low Growth Strategy 75 Chapter 6 Harley-Davidson: Building An Enduring Mystique 94 Chapter 7 Chrysler: Merger Problems and Recovery 109 PART III MARKETING MANAGEMENT MISTAKES 127 Chapter 8 Newell’s Acquisition of Rubbermaid: An Unbelievable Disappointment 129 Chapter 9 Kmart and Sears: A Hedge Fund Manager’s Disaster 142 Chapter 10 Euro Disney: Bungling a Successful Concept 156 Chapter 11 Borders: Too Comfortable with Its Comfy Bookstores 174 Chapter 12 Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing 186 Chapter 13 Borden: Letting Brands Wither 202 Chapter 14 United Way: Damage Control for a Nonprofit’s Image 215 PART IV ENTREPRENEURIAL ADVENTURES 229 Chapter 15 Google: Will an Entrepreneurial Giant Continue to Rule? 231 Chapter 16 Starbucks: Can a Model of Growth Reinvent Itself? 250 Chapter 17 Boston Beer: Is Greater Growth Possible? 266 PART V ETHICAL MISTAKES 281 Chapter 18 Merck: The Vioxx Catastrophe 283 Chapter 19 MetLife: Deceptive Sales Practices 298 Chapter 20 Toyota: Accelerating Problems 311 PART VI NOTABLE MARKETING SUCCESSES 329 Chapter 21 Southwest Airlines: Is It Still the King of Cheap Flights? 331 Chapter 22 Nike: Is It an Unassailable Powerhouse Brand? 351 Chapter 23 Vanguard: Is Advertising Really Needed? 369 Chapter 24 Conclusions: What We Can Learn 381 Index 400

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

OUR STORE IS CLOSED ON ANZAC DAY: THURSDAY 25 APRIL

Marketing Mistakes and Successes

Robert F. Hartley (Cleveland State University), Cindy Claycomb

$219.95

Paperback

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