Marketing Mistakes and Successes, 11th Edition

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  • Edition: 11th
  • Format: Paperback
  • Copyright: 2009-02-01
  • Publisher: Wiley
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This best-selling casebook, now in its 11 th edition, presents a series of fascinating scenarios that let you learn from some of today's most prominent business players. In an engaging, conversational style, Robert Hartley provides detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes. These real-life accounts are packed with practical tips, insider insights, and marketing advice.As a supplement or main text, this book can be used in a variety of courses, both undergraduate and graduate, ranging from introduction to marketing, marketing management and strategic marketing.

Author Biography

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

Table of Contents

Prefacep. iii
About the Authorp. vii
Introductionp. 1
Entrepreneurial Adventuresp. 9
Google: An Entrepreneurial Juggernautp. 11
Starbucks: A Paragon of Growth and Employee Benefits Finds Stormsp. 29
Boston Beer: Is Greater Growth Possible?p. 46
Marketing Warsp. 61
Cola Wars: Coca-Cola vs. Pepsip. 63
PC Wars: Hewlett-Packard vs. Dellp. 86
Airliner Wars: Boeing vs. Airbus; and Recent Outsourcing Woesp. 103
Comebacksp. 127
McDonald's: Rebirth Through Moderationp. 129
Harley-Davidson: Creating An Enduring Mystiquep. 147
Continental Airlines: Salvaging From the Ashesp. 161
Marketing Management Mistakesp. 175
Borden: Letting Brands Witherp. 177
United Way: A Nonprofit Tries to Cope with Image Destructionp. 190
Daimler Chrysler: A Merger Made in Hadesp. 203
Newell's Acquisition of Rubbermaid Becomes an Albatrossp. 220
Euro Disney: Bungling Successful Formatp. 233
Maytag: An Incredible Sales Promotion in England; and Outsourcingp. 251
Kmart and Sears: A Hedge Fund Manager's Challengep. 267
Notable Marketing Successesp. 281
Southwest Airlines: Success Is Finally Contestedp. 283
Nike: A Powerhouse Brandp. 302
Vanguard: Is Advertising Really Needed?p. 319
Ethical Mistakesp. 333
Merck's Vioxx: Catastrophe and Other Problemsp. 335
MetLife: Deceptive Sales Practicesp. 351
Ford Explorers with Firestone Tires: A killer Scenario Ill Handledp. 365
Conclusions: What We Can Learnp. 380
Indexp. 400
Table of Contents provided by Ingram. All Rights Reserved.

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