Marketing mistakes and successes / Robert Hartley.
By: Hartley, Robert F
.
Material type: 
BookPublisher: New York ; Chichester : Wiley, c2006Edition: 10th ed.Description: viii,374p. ; 23cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0471743216; 9780471743217.Subject(s): Marketing | Marketing -- United States -- Case Studies | Business & Management | Business and ManagementDDC classification: 658.8 HAR Summary: Robert Hartley uses case studies of major companies such as IBM, Sears and Harley Davidson, to explain how to analyse the marketing strategies and outcomes of a variety of corporations.
| Item type | Current library | Call number | Copy number | Status | Barcode | |
|---|---|---|---|---|---|---|
| General lending | MTU Kerry North Campus Library First Floor Main | 658.8 HAR (Browse shelf(Opens below)) | 1 | Available | 38888000492631 |
Browsing MTU Kerry North Campus Library shelves, Shelving location: First Floor Main Close shelf browser (Hides shelf browser)
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| 658.8 HAR Glossary of marketing terms / | 658.8 HAR Marketing : connecting with customers / | 658.8 HAR Marketing : connecting with customers / | 658.8 HAR Marketing mistakes and successes / | 658.8 HAR Logistics management and strategy / | 658.8 HAR Marketing mistakes and successes / | 658.8 HIL Marketing / |
Enhanced descriptions from Syndetics:
We all can learn from past mistakes...
It's just more fun when they're not your own.
Even corporate giants make mistakes. Now you can learn from the best of them with this behind-the-scenes look at some of today's most notable marketing mistakes and successes. With the Tenth Edition of this fascinating casebook, you'll learn how to make better decisions, implement strategies, navigate competitive uncertainties, 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. Hand's-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career.
This Tenth Edition adds these seven new cases:
* The Kmart/Sears Merger of Faltering Firms
* Hewlett-Packard Under Carly Fiorina
* Toys "R" Us: Trying to Defend Against Wal-Mart
* Gateway Computer's Efforts to Stay Alive
* Merck's Vioxx Catastrophe
* Boston Beer--Is Greater Growth Possible?
* Office Max--To the End
Previous ed.: 2003.
Includes bibliographical references.
Robert Hartley uses case studies of major companies such as IBM, Sears and Harley Davidson, to explain how to analyse the marketing strategies and outcomes of a variety of corporations.
Table of contents provided by Syndetics
- Chapter 1 Introduction
- Part I Marketing Wars
- Chapter 2 Burger Wars: McDonald's vs. Burger King, Yum et al
- Chapter 3 Cola Wars: Coca-Cola vs. PepsiCo
- Chapter 4 Airliner Wars: Boeing vs. Airbus
- Chapter 5 Sneaker Wars: Nike vs. Reebok
- Part II Managing Change And Crises
- Chapter 6 Al Dunlap Savages Scott Paper and Sunbeam
- Chapter 7 Ford Explorers with Firestone Tires: Ill Handling a Killer Scenario
- Chapter 8 PerrierùOverresponding to a Crisis
- Part III Competitive Uncertainties
- Chapter 9 The Kmart/Sears Merger of Faltering Firms
- Chapter 10 Hewlett-Packard Under Carly Fiorina
- Chapter 11 Toys "R" Us: Trying to Defend Against Wal-Mart
- Chapter 12 GatewayÆs Efforts to Stay Alive
- Part IV Marketing Management Mistakes
- Chapter 13 Maytag: An Incredible Sales Promotion in England
- Chapter 14 Merck's Vioxx Catastrophe
- Chapter 15 Snapple: Quaker's Reckless Acquisition
- Chapter 16 Newell Rubbermaid Destroys a Growth Mode
- Chapter 17 Euro Disney: Bungling a Successful Format
- Part V Notable Marketing Successes
- Chapter 18 Harley Davidson û Creating an Enduring Mystique
- Chapter 19 Vanguard Mutual FundsùSuccess in Taking the Road Less Traveled
- Chapter 20 Southwest Airlinesù"Try to Match Our Prices"
- Chapter 21 Wal-MartùThe Unstoppable
- Part VI Entrepreneurial Adventures
- Chapter 22 Boston BeerùIs Greater Growth Possible?
- Chapter 23 Office MaxùTo the End
- Chapter 24 Conclusions: What Can Be Learned?