Marketing Mistakes and Successes, 7th Edition

by Robert F. Hartley

• ISBN13: 9780471159056
• ISBN10: 0471159050
• Edition: 7th
• Format: Paperback
• Copyright: 1997-08-01
• Publisher: Wiley

Summary

This collection of short, real-company cases explores notable blunders in marketing. It helpfully outlines several contrasting good marketing decisions, their ramifications and the lessons they teach. This book emphasizes how we can learn from mistakes and successes-how we can learn by comparing the unsuccessful with the successful.

Table of Contents

Chapter 1 Introduction	1	(12)
Part I The Power of the Public Image	13	(48)
Chapter 2 Nike: Riding High With a Great Image	13	(15)
Chapter 3 Food Lion: Bad Publicity Throttles Success	28	(15)
Chapter 4 United Way: A Not-for-Profit Destroys Its Image	43	(18)
Part II Great Turnarounds	61	(54)
Chapter 5 IBM's Rejuvenation	61	(19)
Chapter 6 Sears: A Stubborn Comeback	80	(17)
Chapter 7 Harley Davidson Fights Back, Finally	97	(18)
Part III Marketing Mistakes	115	(102)
Chapter 8 Borden: Letting Brand Franchises Sour	115	(14)
Chapter 9 Maytag: A Bungled Promotion in England	129	(14)
Chapter 10 Euro Disney: A Successful Format Stumbles in Europe	143	(17)
Chapter 11 Coca-Cola's Classic Blunder: The Failure of Marketing Research	160	(17)
Chapter 12 Elizabeth Taylor Has Distributor Trouble	177	(10)
Chapter 13 Snapple: A Sorry Acquisition	187	(15)
Chapter 14 Pepsi Finds Trouble in South America	202	(15)
Part IV Marketing Successes	217	(54)
Chapter 15 Microsoft: Harnessing Innovation	217	(17)
Chapter 16 Southwest Airlines: "Try to Match Our Prices"	234	(16)
Chapter 17 GM's Saturn: A New Auto Strategy	250	(21)
Part V Question Marks	271	(36)
Chapter 18 McDonald's: Could There Be Storm Clouds on the Horizon?	271	(15)
Chapter 19 Tobacco: An Industry Beleaguered	286	(21)
Part VI Entrepreneurial Adventures	307	(26)
Chapter 20 Parma Pierogies: Latent Promise	307	(11)
Chapter 21 Boston Beer: Bearding the Big Boys	318	(15)
Part VII Ethical and Social Pressures	333
Chapter 22 ADM: Price Fixing and Political Cronyism	333	(14)
Chapter 23 Met Life: Deceptive Sales Tactics	347	(12)
Chapter 24 Conclusions: What Can Be Learned?	359