Marketing mistakes and successes - Robert F Hartley

Gain valuable insights by looking behindthescenes at some of todays most notable marketing successes and failures. With the Ninth Edition of this bestselling casebook, youll learn how to make better decisions, implement strategies, avoid pitfalls, and seize opportunities.

In a lively conversational style, Robert Hartley provides playbyplay analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Handson exercises and debates invite immersion in their various situations. These reallife war stories are packed with practical tips and learning experiences that can serve you throughout your career.

With the rest updated and revised, this Ninth Edition adds these eight new cases:

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  PC Wars: Dell Computer vs. Gateway et al.
  


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  HarleyDavidson: At Last
  


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  Scott Paper, Sunbeam, and Al Dunlap
  


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  The Grea t Firestone/Ford Explorer Tire Disaster
  


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  McDonalds
  A Titan Falters
  


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  Snapple: A Sorry Acquisition
  


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  MetLife
  Deceptive Sales Tactics
  


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  Newell Rubbermaid
  Losing the Battle to Win Shelf Space
  

In the words of the philosopher, George Santayana, "Those who ignore history are doomed to repeat it." This guide may help you avoid mistakes similar to those already made by corporate giants.