(0) items

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
Marketing Mistakes and Successes, Twelfth Edition,9781118078464
This item qualifies for

Your order must be $59 or more, you must select US Postal Service Shipping as your shipping preference, and the "Group my items into as few shipments as possible" option when you place your order.

Bulk sales, PO's, Marketplace Items, eBooks, Apparel, and DVDs not included.

Marketing Mistakes and Successes, Twelfth Edition



Pub. Date:
List Price: $113.33

Rent Textbook



Only one copy
in stock at this price.

Buy Used Textbook

In Stock Usually Ships in 24 Hours.

Buy New Textbook

In Stock Usually Ships in 24 Hours.


More New and Used
from Private Sellers
Starting at $19.23

Questions About This Book?

Why should I rent this book?

Renting is easy, fast, and cheap! Renting from can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.

How do rental returns work?

Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!

What version or edition is this?

This is the 12th edition with a publication date of 10/1/2013.

What is included with this book?

  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
  • The Used copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included.
  • The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.
  • The eBook copy of this book is not guaranteed to include any supplemental materials. Typically only the book itself is included.

  • Marketing Mistakes and Successes, 11th Edition
    Marketing Mistakes and Successes, 11th Edition


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.

Table of Contents


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          


Please wait while the item is added to your cart...