Marketing Mistakes and Successes, Twelfth Edition

by Hartley

• ISBN13: 9781118078464
• ISBN10: 1118078462
• Edition: 12th
• Format: Paperback
• Copyright: 2013-10-01
• Publisher: Wiley

Summary

Marketing professionals have relied on Hartley’s book for 30 years to uncover the best and worst marketing programs. Invitation to Research suggestions allow readers to take the case a step further, to investigate what has happened since the case was written, both to the company and even to some of the individuals involved. Learning Insights help marketing professionals see how certain practices—both errors and successes—cross company lines and are prone to be either traps for the unwary or success models. Each chapter has been updated to reflect the latest information available about each case.

Author Biography

Robert F. Hartley is currently professor emeritus in the marketing department at?Cleveland State University.

Table of Contents

Preface                       

About the Authors     

Chapter 1 Introduction          

(a) Part I Marketing Wars          

Chapter 2 Cola Wars: Coke vs. Pepsi

Chapter 3 PC Wars: Hewlett-Packard vs. Dell          

Chapter 4 Airliner Wars: Boeing vs. Airbus  

(b) Part II Comebacks    

Chapter 5 McDonald’s: Rebirth Through a Low-Growth Strategy  

Chapter 6 Harley-Davidson: Building An Enduring Mystique         

Chapter 7 Chrysler: Merger Problems and Recovery

(c) Part III Marketing Management Mistakes  

Chapter 8 Newell’s Acquisition of Rubbermaid: An Unbelievable Disappointment

Chapter 9 Kmart and Sears: A Hedge Fund Manager’s Disaster      

Chapter 10 Euro Disney: Bungling a Successful Concept    

Chapter 11 Borders: Too Comfortable With Its Comfy Bookstores

Chapter 12 Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing

Chapter 13 Borden: Letting Brands Wither  

Chapter 14 United Way: Damage Control for a Nonprofit’s Image

(d) Part IV Entrepreneurial Adventures             

Chapter 15 Google: Will an Entrepreneurial Giant Continue to Rule?         

Chapter 16 Starbucks: Can a Model of Growth Reinvent Itself?

Chapter 17 Boston Beer: Is Greater Growth Possible?         

(e) Part V Ethical Mistakes         

Chapter 18 Merck: The Vioxx Catastrophe          

Chapter 19 MetLife: Deceptive Sales Practices        

Chapter 20 Toyota: Accelerating Problems

(f) Part VI Notable Marketing Successes            

Chapter 21 Southwest Airlines: Is It Still the King of Cheap Flights?         

Chapter 22 Nike: Is It an Unassailable Powerhouse Brand? 

Chapter 23 Vanguard: Is Advertising Really Necessary?     

Chapter 24 Conclusions: What We Can Learn          

Index