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Librairie Eyrolles - Paris 5e

Marketing Mistakes and Successes

Marketing Mistakes and Successes

Robert H. Hartley

358 pages, parution le 01/07/2000


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.


Marketing Wars.
Cola Wars: Pepsi vs. Coca-Cola.
Sneaker Wars: Reebok vs. Nike.
Airliner Wars: Airbus vs. Boeing.
Hamburger Wars: Burger King vs. McDonald's.

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/Planet Hollywood-It Takes More Than Hype.
Borden-Letting Brands Wither.
Disney-Euro Disney and Other Stumbles.
Coors-What's 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 Cronyism.
Tobacco-An Industry Beleaguered.
Conclusions-What Can Be Learned'

Caractéristiques techniques

Éditeur(s) Wiley
Auteur(s) Robert H. Hartley
Parution 01/07/2000
Nb. de pages 358
Format 15 x 22,5
Couverture Broché
Poids 441g
Intérieur Noir et Blanc
EAN13 9780471370604


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