Marketing Mistakes and Success

Robert H. Hartley

374 pages, parution le 16/02/2006 (10^eme édition)

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Résumé

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

Sommaire

Marketing Wars
Managing Change and Crises
Competitive Uncertainties
Marketing Management Mistakes
Notable Marketing Successes
Entrepreneurial Adventures

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Robert H. Hartley
Parution	16/02/2006
Édition	10^eme édition
Nb. de pages	374
Format	15,5 x 23
Couverture	Broché
Poids	460g
Intérieur	Noir et Blanc
EAN13	9780471743217
ISBN13	978-0-471-74321-7