Marketing Mistakes Sixth Edition
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More About This Title Marketing Mistakes Sixth Edition
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This edition now contains both notable marketing blunders and well-known successes. There are 15 new cases, including those dealing with the challenges of entrepreneurship. Updated Information Boxes and Issue Boxes are featured in every chapter to highlight relevant marketing concepts. Discussion questions and role-playing exercises are also included.
English
Partial table of contents:
MISHANDLING THE PUBLIC IMAGE.
Food Lion: Bad Publicity Throttles Success.
Perrier: Ill-Handling of Adversity.
MARKETING STRATEGY MISTAKES.
IBM: A Giant Fails to Cope.
Sears: Faltering to Competitors.
Euro Disney: A Successful Format Does Not Transfer Well to Europe.
Adidas: Underestimating Competitors.
NOTABLE TURNAROUNDS.
Chrysler's Great Reversal.
Harley Davidson Fights Back, Finally.
MARKETING SUCCESSES.
Microsoft: Harnessing Innovation.
GM's Saturn: A New Auto Strategy.
ENTREPRENEURIAL ADVENTURES.
Parma Pierogies: Latent Promise.
Potpourri of Entrepreneurial Adventures.
THE IMPACT OF ETHICAL AND SOCIAL PRESSURES.
Dow Corning and Silicone Breast Implants: Product Safety on the Line.
Cigarette Controversies.
Conclusions: What Can Be Learned?.
