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A behind-the-scenes look at today's biggest marketing mistakes and successes!
Gain valuable insights by looking behind-the-scenes at some of today's most notable marketing successes and failures. With the Ninth Edition of this best-selling casebook, you'll learn how to make better decisions, implement strategies, 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. Hands-on exercises and debates invite immersion in their various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career.
With the rest updated and revised, this Ninth Edition adds these eight new cases:
* PC Wars: Dell Computer vs. Gateway et al.
* Harley-Davidson: At Last
* Scott Paper, Sunbeam, and Al Dunlap
* The Grea t Firestone/Ford Explorer Tire Disaster
* McDonald's--A Titan Falters
* Snapple: A Sorry Acquisition
* MetLife--Deceptive Sales Tactics
* Newell Rubbermaid--Losing the Battle to Win Shelf Space
In the words of the philosopher, George Santayana, "Those who ignore history are doomed to repeat it." This guide may help you avoid mistakes similar to those already made by corporate giants.
- Sales Rank: #6275715 in Books
- Published on: 2003-09-08
- Original language: English
- Number of items: 1
- Dimensions: 9.11" h x .53" w x 6.08" l,
- Binding: Paperback
- 360 pages
From the Back Cover
A behind-the-scenes look at today's biggest marketing mistakes and successes!
Gain valuable insights by looking behind-the-scenes at some of today's most notable marketing successes and failures. With the Ninth Edition of this best-selling casebook, you'll learn how to make better decisions, implement strategies, 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. Hands-on exercises and debates invite immersion in their various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career.
With the rest updated and revised, this Ninth Edition adds these eight new cases:
- PC Wars: Dell Computer vs. Gateway et al.
- Harley-Davidson: At Last
- Scott Paper, Sunbeam, and Al Dunlap
- The Grea t Firestone/Ford Explorer Tire Disaster
- McDonald's—A Titan Falters
- Snapple: A Sorry Acquisition
- MetLife—Deceptive Sales Tactics
- Newell Rubbermaid—Losing the Battle to Win Shelf Space
In the words of the philosopher, George Santayana, "Those who ignore history are doomed to repeat it." This guide may help you avoid mistakes similar to those already made by corporate giants.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Used in MBA program
By Hoppaguy
I did not think this book was that useful in that it does not reach any techniques but rather it allows you to glean ideas from mistakes that companies have made. It presents different cases from the real world but coming from a background of no marketing experience, I did not find this technique all that useful.
3 of 5 people found the following review helpful.
Great book with a difficult language
By A Customer
This is a great book, however, author's use of "difficult" language makes it a hard reading for students. The point of this book should entirely be to emphasize on facts, rather than to showcase author's verbal capabilities.
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