Marketing Mistakes by Robert F. Hartley
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Marketing Mistakes
Summary
Using company case files, this text helps students to gain decision-making skills and insights into the real world of marketing. The text transforms notable marketing mistakes and successes into a learning environment. A new section of this edition highlights the experiences of small businesses.
Marketing Mistakes Summary
Table of Contents
Partial table of contents:; MISHANDLING THE PUBLIC IMAGE; Food Lion: Bad Publicity Throttles Success; Perrier: Ill-Handling of Adversity; MARKETING STRATEGY MISTAKES; IBM: A Giant Fails to Cope; Sears: Faltering to Competitors; Euro Disney: A Successful Format Does Not Transfer Well to Europe; Adidas: Underestimating Competitors; NOTABLE TURNAROUNDS; Chrysler's Great Reversal; Harley Davidson Fights Back, Finally; MARKETING SUCCESSES; Microsoft: Harnessing Innovation; GM's Saturn: A New Auto Strategy; ENTREPRENEURIAL ADVENTURES; Parma Pierogies: Latent Promise; Potpourri of Entrepreneurial Adventures; THE IMPACT OF ETHICAL AND SOCIAL PRESSURES; Dow Corning and Silicone Breast Implants: Product Safety on the Line; Cigarette Controversies; Conclusions: What Can Be Learned?.
Additional information
GOR011940466
9780471000884
0471000884
Marketing Mistakes by Robert F. Hartley
Used - Very Good
Paperback
John Wiley and Sons Ltd
19950105
584
N/A
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