Marketing mistakes and successes

著者

書誌事項

Marketing mistakes and successes

Robert F. Hartley

Wiley, c2001

8th ed

  • : pbk

大学図書館所蔵 件 / 全14件

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注記

"25th anniversary edition"--Cover

Includes bibliographical references

内容説明・目次

内容説明

Take a behind-the-scenes look at today's biggest marketing mistakes and successes! You can gain valuable, real-world marketing wisdom by taking a behind-the-scenes look at some of today's most notable marketing successes and failures. With the new 25th anniversary edition of this best-selling casebook, you'll learn how to make better marketing decisions, implement strategies, avoid pitfalls, and seize opportunities! In a lively, conversational style, Robert Hartley Provides play-by-play analyses of the actual decisions and practices that lead to major marketing wars, comebacks, crises, and triumphs at top corporations. These real-life war stories are packed with practical tips and insider insights that will serve you throughout your career. Fully revised and updated, this Eighth Edition features 13 exciting new cases, including: Cola Wars: Pepsi vs. Coca-Cola Sneaker Wars: Reebok vs. Nike Airliner Wars: Airbus vs. Boeing Hamburger Wars: Burger King vs. McDonald's Continental Airlines-From the?Ashes Perrier-Overresponding to a Crisis Johnson & Johnson-The Classic Masterpiece for Handling a Major Crisis Toys "R" Us-A Category Killer Falters Boston Chicken/Planet Hollywood-It Takes More Than Hype Coors-What's Wrong with Being Number Three? Rubbermaid-Perils of Not Satisfying a Major Customer Vanguard-Success With Minimal Marketing Wal-Mart-The Unstoppable

目次

MARKETING WARS. Cola Wars: Pepsi vs. Coca-Cola. Sneaker Wars: Reebok vs. Nike. Airliner Wars: Airbus vs. Boeing. Hamburger Wars: Burger King vs. McDonald's. GREAT COMEBACKS. Continental AirlinesFrom the Ashes. IBMA Fading Giant Rejuvenates. CRISIS MANAGEMENT. Met LifeUnderresponding to a Crisis. PerrierOverresponding to a Crisis. United WayA Not-for-Profit Tries to Cope with Image Destruction. Johnson & JohnsonThe Classic Masterpiece for Handling a Major Crisis. MARKETING MANAGEMENT MISTAKES. Toys "R" UsA Category Killer Falters. Boston Chicken and Planet HollywoodIt Takes More Than Hype. BordenLetting Brands Wither. DisneyEuro Disney and Other Stumbles. CoorsWhat's Wrong with Being Number Three? MaytagBungling a Promotion in England. RubbermaidPerils of Not Satisfying a Major Customer. NOTABLE MARKETING SUCCESSES. VanguardSuccess With Minimal Marketing. Southwest Airlines"Try to Match Our Prices". Wal-MartThe Unstoppable. ETHICAL MISTAKES. ADMPrice Fixing and Political Cronyism. TobaccoAn Industry Beleaguered. Conclusions: What Can Be Learned?

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