Marketing Mistakes and Successes
12. Edition February 2014
416 Pages, Softcover
Practical Approach Book
Short Description
Marketing professionals have relied on Hartley's book for 30 years to uncover the best and worst marketing programs. Invitation to Research suggestions allow readers to take the case a step further, to investigate what has happened since the case was written, both to the company and even to some of the individuals involved. Learning Insights help marketing professionals see how certain practices--both errors and successes--cross company lines and are prone to be either traps for the unwary or success models. Each chapter has been updated to reflect the latest information available about each case.
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.
Chapter 1 - Introduction
Chapter 2 - Cola Wars: Coke vs. Pepsi
Chapter 3 - PC Wars: Hewlett-Packard vs. Dell
Chapter 4 - Airliner Wars: Boeing vs. Airbus
Part II Comebacks
Chapter 5 - McDonald's: Rebirth Through a Low Growth Strategy
Chapter 6 - Harley-Davidson: Building An Enduring Mystique
Chapter 7 - Chrysler: Merger Problems and Recovery
Part III Marketing Management Mistakes
Chapter 8 - Newell's Acquisition of Rubbermaid: An Unbelievable Disappointment
Chapter 9 - Kmart and Sears: A Hedge Fund Manager's Disaster
Chapter 10 - Euro Disney: Bungling a Successful Concept
Chapter 11 - Borders: Too Comfortable With Its Comfy Bookstores
Chapter 12 - Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing
Chapter 13 - Borden: Letting Brands Wither
Chapter 14 - United Way: Damage Control for a Nonprofit's Image
Part IV Entrepreneurial Adventures
Chapter 15 - Google: Will an Entrepreneurial Giant Continue to Rule?
Chapter 16 - Starbucks: Can a Model of Growth Reinvent Itself?
Chapter 17 - Boston Beer: Is Greater Growth Possible?
Part V Ethical Mistakes
Chapter 18 - Merck: The Vioxx Catastrophe
Chapter 19 - MetLife: Deceptive Sales Practices
Chapter 20 - Toyota: Accelerating Problems
Part VI Notable Marketing Successes
Chapter 21 - Southwest Airlines: Is It Still the King of Cheap Flights?
Chapter 22 - Nike: Is It an Unassailable Powerhouse Brand?
Chapter 23 - Vanguard: Is Advertising Really Necessary?
Chapter 24 - Conclusions: What We Can Learn Index