Marketing Mistakes and Successes

by Robert F. Hartley

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
* The Kmart/Sears Merger of Faltering Firms
* Hewlett-Packard Under Carly Fiorina
* Toys "R" 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

384 pages, Paperback

First published August 28, 1997

Reviews

[Chic2SD · Rating 4 out of 5]

Read this in my MBA Marketing class. Really great book going through the Mistakes and Successes of large corporation. A good read even if you are not taking business classes..

Chris

[Shay Hafez · Rating 5 out of 5]

الكتاب من أجمل كتب التسويق التي يمكن أن تصادفها في حياتك.
وهو ممتع ليس فقط للمتخصصيين وإنما للقارئ العادي.

مجموعة من قصص ناجاحات وفشل الاستراتيجيات التسويقة لأكبر الشركات العالمية، بلغة سلسة ومحتوى تثقيفي وعلمي منظم دون إسهاب ولا إطناب.

رغم حجم الكتاب الكبير، إلا أنه مرتب بعناية مع أجزاء مخصصة للتعريف بنظريات معينة وتوضيح المفاهيم المتخصصة بسهولة.

هذا بالإضافة إلى تدريبات عملية، لذا هو ممتاز للدراسة التخصصية والاستعانة به في قاعات المحاضرات.

[Noelle · Rating 4 out of 5]

I quite enjoyed this book. It consisted of concise summaries of strategies and outcomes of some of business' top players. Very informative and interesting read for those who want a little background knowledge.

[Linh]

Full of classic mistakes and successes of well-known companies.
- Coca Cola mistake in marketing research about new Coke taste test, they ignored the nationalism in one classic product that is closely attached to American lifestyle.
- And the luxurious lifestyle of CEO of a charity-donation organization has ruined everything, es. the public image of a prestigious organization.
- The over-confidence of the bememoth and their belief in long-lasting dominance gradually dragged them deeper in the hole without being aware of strong startups out there.
- Entrepreunerial spirit is perfect to end the book. Feuer shared there are 90,000 things that he need to worry every night and the thing is he contribute all of his effort to make Office Max known as today. So does Perrier. Their dedication and effort is incredible, not to mention their expertise.