Marketing Mistakes and Successes (Marketing Mistakes)

Features

• Cover Type: Paperback with 384 pages
• Published by: Wiley
• Edition: 10th Edition November 4, 2005
• Written in: English
• ISBN 10 Number: 0471743216
• ISBN 13 Number: 978-0471743217
• Book Dimensions: 8.9 x 6 x 0.8 inches
• Weighs: 1 pounds

Product Description
We all can learn from past mistakes

It's just more fun when they're not your own.

Even corporate giants make mistakes. Now you can learn from the best of them with this behind-the-scenes look at some of today's most notable marketing mistakes and successes. With the Tenth Edition of this fascinating casebook, you'll learn how to make better decisions, implement strategies, navigate competitive uncertainties, 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. Hand's-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career.

This Tenth Edition adds these seven new cases:
* The Kmart/Sears Merger of Faltering Firms
* Hewlett-Packard Under Carly Fiorina
* Toys "R" Us: Trying to Defend Against Wal-Mart
* Gateway Computer's Efforts to Stay Alive
* Merck's Vioxx Catastrophe
* Boston Beer--Is Greater Growth Possible?
* Office Max--To the End

Back Cover Copy
We all can learn from past mistakes

It’s just more fun when they’re not your own.

Even corporate giants make mistakes. Now you can learn from the best of them with this behind-the-scenes look at some of today’s most notable marketing mistakes and successes. With the Tenth Edition of this fascinating casebook, you’ll learn how to make better decisions, implement strategies, navigate competitive uncertainties, 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. Hand's-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career.

This Tenth Edition adds these seven new cases:

• The Kmart/Sears Merger of Faltering Firms
• Hewlett-Packard Under Carly Fiorina
• Toys "R" Us: Trying to Defend Against Wal-Mart
• Gateway Computer's Efforts to Stay Alive
• Merck's Vioxx Catastrophe
• Boston Beer—Is Greater Growth Possible?
• Office Max—To the End

Reader Reviews
If I were a Professor in Marketing, I would pick this as a textbook, or at least a reference book for cases studies, because of its 1) extensive covering of 22 real life big name cases on six major topics (wars between giants, change/crises, competitive uncertainties, management mistakes, notable successes, and entrepreneurship) 2) sufficient details and figures on individual cases 3) intelligent questions and exercises in the end of each case/chapter 4)analytical "What can be learnt?" sections in the end of each case/chapter, and a whole independent chapter in the end of the book. However, as a professional who had read countless marketing books, I must say that there are some better alternatives, insight and writing skill wise, that help readers to learn more from other people's mistakes. In that respect, I would like to recommend "In Search of Stupidity: Over twenty Years of High-Tech Marketing Disasters by Merrill Rick Chapman" and "Will Your Next Mistake Be Fatal?: Avoiding the Chain of Mistakes That Can Destroy Your Organization by Robert Mittelstaedt". Remark: This book is at least 85% identical with the author's another work "Management Mistakes and Successes" and so you only should pick either one or them.