Marketing mistakes
Author(s)
Bibliographic Information
Marketing mistakes
Wiley, c1992
5th ed
- : pbk
Available at / 18 libraries
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Note
Includes bibliographical references
Description and Table of Contents
Description
This casebook has been designed to supplement any text in a number of core courses - from principles to marketing problems, marketing management, marketing strategy and beyond. The book intends to help students learn from the mistakes of others. It is divided into four types of mistakes - ethical, public image, classical and contemporary - and includes questions and exercises to enliven classroom discussion.
Table of Contents
- DISREGARDING ETHICAL AND SOCIAL CONSTRAINTS: General Motors' Corvair vs Ralph Nader
- The Dalkon Shield
- STP Corporation
- Boise Cascade
- MISHANDLING THE PUBLIC IMAGE: Nestle's Infant Formula
- Coors
- AC Gilbert Company
- The Yugo
- CLASSICAL ERRORS IN MARKETING STRATEGY: Montgomery Ward
- The Edsel
- A&P's WEO
- Harley Davidson
- Corvette
- JC Penney Company
- CONTEMPORARY ERRORS IN MARKETING STRATEGY: The Savings and Loan Disaster
- Campeau Corporation
- Burger Chef
- Osborne Corporation
- Coca-Cola's Classic Blunder
- Adidad
- Perrier.
by "Nielsen BookData"
