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Marketing mistakes and successes / Robert F. Hartley and Cindy Claycomb.

By: Hartley, Robert F, 1927- [author.].
Contributor(s): Claycomb, Cindy [author.].
Material type: materialTypeLabelBookPublisher: Hoboken, New Jersey : Wiley, [2014]Copyright date: ©2014Edition: Twelfth edition.Description: viii, 408 pages : illustrations ; 23 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781118078464 (paperback).Subject(s): Marketing -- United States -- Case studiesAdditional physical formats: Electronic version : Marketing mistakes and successes.DDC classification: 658.800973 Also available in electronic form.
Contents:
Part I: Marketing wars -- Cola wars: Coke vs Pepsi -- Pc wars: Hewlett-Packard vs Dell -- Airliner wars: Boeing vs Airbus -- Part II: Comebacks -- McDonald's: rebirth through a law growth strategy -- Harley-Davidson: building an enduring mystique -- Chrysler: merger problems and recovery -- Part III: Marketing management mistakes -- Newell's acquisition of Rubbermaid: an unbelievable disappointment -- Kmart and Sears: a hedge fund manager's disaster -- Euro Disney: bungling a successful concept -- Borders: too comfortable with its comfy bookstores -- Maytag: a sales promotion debacle in England and the allure of outsourcing -- Borden: letting brands wither -- United Way: damage control for a nonprofit's image -- Part IV: Entrepreneurial adventures -- Google: will an entrepreneurial giant continue to rule -- Starbucks: can a model of growth reinvent itself -- Boston Beer: is greater growth possible? -- Part V: Ethical mistakes -- Merck: the vioxx catastrope -- Metlife: deceptive sales practices -- Toyota: accelerating problems -- Part VI: Notable marketing successes -- Southwest Airlines: is it still the king of cheap flights? -- Nike: is it an unassailable powerhouse brand? -- Vanguard: is advertising really needed? -- Conclusions: what we can learn.
Summary: 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-- Provided by publisher.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.800973 (Browse shelf(Opens below)) 1 Available 00161878
3 day loan MTU Bishopstown Library Desk Loan 658.800973 (Browse shelf(Opens below)) 1 Available 00162521
Total holds: 0

Enhanced descriptions from Syndetics:

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.

Includes bibliographical references and index.

Part I: Marketing wars -- Cola wars: Coke vs Pepsi -- Pc wars: Hewlett-Packard vs Dell -- Airliner wars: Boeing vs Airbus -- Part II: Comebacks -- McDonald's: rebirth through a law growth strategy -- Harley-Davidson: building an enduring mystique -- Chrysler: merger problems and recovery -- Part III: Marketing management mistakes -- Newell's acquisition of Rubbermaid: an unbelievable disappointment -- Kmart and Sears: a hedge fund manager's disaster -- Euro Disney: bungling a successful concept -- Borders: too comfortable with its comfy bookstores -- Maytag: a sales promotion debacle in England and the allure of outsourcing -- Borden: letting brands wither -- United Way: damage control for a nonprofit's image -- Part IV: Entrepreneurial adventures -- Google: will an entrepreneurial giant continue to rule -- Starbucks: can a model of growth reinvent itself -- Boston Beer: is greater growth possible? -- Part V: Ethical mistakes -- Merck: the vioxx catastrope -- Metlife: deceptive sales practices -- Toyota: accelerating problems -- Part VI: Notable marketing successes -- Southwest Airlines: is it still the king of cheap flights? -- Nike: is it an unassailable powerhouse brand? -- Vanguard: is advertising really needed? -- Conclusions: what we can learn.

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-- Provided by publisher.

CIT Module MGMT 9019 - Core reading.

Also available in electronic form.

Table of contents provided by Syndetics

  • Preface (p. iii)
  • About the Authors (p. vi)
  • Chapter 1 Introduction (p. 1)
  • Part I Marketing Wars (p. 9)
  • Chapter 2 Cola Wars: Coke vs. Pepsi (p. 11)
  • Chapter 3 PC Wars: Hewlett-Packard vs. Dell (p. 34)
  • Chapter 4 Airliner Wars: Boeing vs. Airbus (p. 50)
  • Part II Comebacks (p. 73)
  • Chapter 5 McDonald's: Rebirth Through a Low Growth Strategy (p. 75)
  • Chapter 6 Harley-Davidson: Building An Enduring Mystique (p. 94)
  • Chapter 7 Chrysler: Merger Problems and Recovery (p. 109)
  • Part III Marketing Management Mistakes (p. 127)
  • Chapter 8 NewellÆs Acquisition of Rubbermaid: An Unbelievable Disappointment (p. 129)
  • Chapter 9 Kmart and Sears: A Hedge Fund ManagerÆs Disaster (p. 142)
  • Chapter 10 Euro Disney: Bungling a Successful Concept (p. 156)
  • Chapter 11 Borders: Too Comfortable with Its Comfy Bookstores (p. 174)
  • Chapter 12 Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing (p. 186)
  • Chapter 13 Borden: Letting Brands Wither (p. 202)
  • Chapter 14 United Way: Damage Control for a NonprofitÆs Image (p. 215)
  • Part IV Entrepreneurial Adventures (p. 229)
  • Chapter 15 Google: Will an Entrepreneurial Giant Continue to Rule? (p. 231)
  • Chapter 16 Starbucks: Can a Model of Growth Reinvent Itself? (p. 250)
  • Chapter 17 Boston Beer: Is Greater Growth Possible? (p. 266)
  • Part V Ethical Mistakes (p. 281)
  • Chapter 18 Merck: The Vioxx Catastrophe (p. 283)
  • Chapter 19 MetLife: Deceptive Sales Practices (p. 298)
  • Chapter 20 Toyota: Accelerating Problems (p. 311)
  • Part VI Notable Marketing Successes (p. 329)
  • Chapter 21 Southwest Airlines: Is It Still the King of Cheap Flights? (p. 331)
  • Chapter 22 Nike: Is It an Unassailable Powerhouse Brand? (p. 351)
  • Chapter 23 Vanguard: Is Advertising Really Needed? (p. 369)
  • Chapter 24 Conclusions: What We Can Learn (p. 381)
  • Index (p. 400)

Author notes provided by Syndetics

Robert F. Hartley is currently professor emeritus in the marketing department at?Cleveland State University.