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Marketing Mistakes and Successes, 7th Edition
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More About This Title Marketing Mistakes and Successes, 7th Edition

  • English

English

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.
  • English

English

Partial table of contents:

THE POWER OF THE PUBLIC IMAGE.

Nike: Riding High with a Great Image.

Food Lion: Bad Publicity Throttles Success.

United Way: A Not-for-Profit Destroys Its Image.

GREAT TURNAROUNDS.

IBM's Rejuvenation.

Harley Davidson Fights Back, Finally.

MARKETING MISTAKES.

Maytag: A Bungled Promotion in England.

Coca-Cola's Classic Blunder: The Failure of Marketing Research.

Snapple: A Sorry Acquisition.

MARKETING SUCCESSES.

Microsoft: Harnessing Innovation.

GM's Saturn: A New Auto Strategy.

QUESTION MARKS.

McDonald's: Could There Be Storm Clouds on the Horizon?

Tobacco: An Industry Beleaguered.

ENTREPRENEURIAL ADVENTURES.

Parma Pierogies: Latent Promise.

Boston Beer: Bearding the Big Boys.

ETHICAL AND SOCIAL PRESSURES.

ADM: Price Fixing and Political Cronyism.

Met Life: Deceptive Sales Tactics.

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