Marketing mistakes and successes

著者

書誌事項

Marketing mistakes and successes

Robert F. Hartley

John Wiley, c2004

9th ed

  • pbk.: alk. paper

大学図書館所蔵 件 / 全7件

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注記

Includes index

内容説明・目次

内容説明

A behind-the-scenes look at today's biggest marketing mistakes and successes! Gain valuable insights by looking behind-the-scenes at some of today's most notable marketing successes and failures. With the Ninth Edition of this best-selling casebook, you'll learn how to make better decisions, implement strategies, 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. Hands-on exercises and debates invite immersion in their various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career. With the rest updated and revised, this Ninth Edition adds these eight new cases: PC Wars: Dell Computer vs. Gateway et al. Harley-Davidson: At Last Scott Paper, Sunbeam, and Al Dunlap The Grea t Firestone/Ford Explorer Tire Disaster McDonald's--A Titan Falters Snapple: A Sorry Acquisition MetLife--Deceptive Sales Tactics Newell Rubbermaid--Losing the Battle to Win Shelf Space In the words of the philosopher, George Santayana, "Those who ignore history are doomed to repeat it." This guide may help you avoid mistakes similar to those already made by corporate giants.

目次

Chapter 1. Introduction. PART I. MARKETING WARS. Chapter 2. PC Wars: Dell Computers vs. Gateway et al. Chapter 3. Cola Wars: Pepsi vs. Coca-Cola. Chapter 4. Airliner Wars: Boeing vs. Airbus. Chapter 5. Sneaker Wars: Reebok vs. Nike. PART II. GREAT COMEBACKS. Chapter 6. Continental Airlines From the Ashes. Chapter 7. IBM A Fading Giant Rejuvenates. Chapter 8. Harley Davidson: At Last. PART III. MANAGING CHANGE AND CRISES. Chapter 9. Scott Paper, Sunbeam, and Al Dunlap. Chapter 10. The Great Firestone/Food Explorer Tire Disaster. Chapter 11. Perrier Overresponding to a Crisis. Chapter 12. United Way A Not-for-Profit Tries to Cope with Image Destruction. PART IV. MARKETING MANAGEMENT MISTAKES. Chapter 13. Maytag Bungling a Promotion in England. Chapter 14. McDonald's A Titan Falters. Chapter 15. Disney Euro Disney and Other Stumbles. Chapter 16. Borden Letting Brands Wither. Chapter 17. Snapple: A Sorry Acquisition. Chapter 18. Newell Rubbermaid Losing the Battle to Win Shelf Space. PART V. NOTABLE MARKETING SUCCESSES. Chapter 19. Vanguard Success with Minimal Marketing. Chapter 20. Southwest Airlines "Try to Match Our Prices". Chapter 21. Wal-Mart The Unstoppable. PART VI. ETHICAL MISTAKES. Chapter 22. MetLife Deceptive Sales Tactics. Chapter 23. ADM Price-Fixing and Political Cronyism, and a Whistle-Blower. Chapter 24. Conclusions: What Can Be Learned?

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