{"product_id":"marketing-mistakes-and-successes-isbn-9781118078464","title":"Marketing Mistakes and Successes","description":"\u003cp\u003eMarketing professionals have relied on Hartley’s book for 30 years to uncover the best and worst marketing programs. Invitation to Research suggestions allow readers to take the case a step further, to investigate what has happened since the case was written, both to the company and even to some of the individuals involved. Learning Insights help marketing professionals see how certain practices—both errors and successes—cross company lines and are prone to be either traps for the unwary or success models. Each chapter has been updated to reflect the latest information available about each case.\u003c\/p\u003e  \u003cp\u003ePreface iii\u003c\/p\u003e \u003cp\u003eAbout the Authors vi\u003c\/p\u003e \u003cp\u003eChapter 1 Introduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART I MARKETING WARS 9\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 2 Cola Wars: Coke vs. Pepsi 11\u003c\/p\u003e \u003cp\u003eChapter 3 PC Wars: Hewlett-Packard vs. Dell 34\u003c\/p\u003e \u003cp\u003eChapter 4 Airliner Wars: Boeing vs. Airbus 50\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART II COMEBACKS 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 McDonald’s: Rebirth Through a Low Growth Strategy 75\u003c\/p\u003e \u003cp\u003eChapter 6 Harley-Davidson: Building An Enduring Mystique 94\u003c\/p\u003e \u003cp\u003eChapter 7 Chrysler: Merger Problems and Recovery 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART III MARKETING MANAGEMENT MISTAKES 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Newell’s Acquisition of Rubbermaid: An Unbelievable Disappointment 129\u003c\/p\u003e \u003cp\u003eChapter 9 Kmart and Sears: A Hedge Fund Manager’s Disaster 142\u003c\/p\u003e \u003cp\u003eChapter 10 Euro Disney: Bungling a Successful Concept 156\u003c\/p\u003e \u003cp\u003eChapter 11 Borders: Too Comfortable with Its Comfy Bookstores 174\u003c\/p\u003e \u003cp\u003eChapter 12 Maytag: A Sales Promotion Debacle in England and the Allure of Outsourcing 186\u003c\/p\u003e \u003cp\u003eChapter 13 Borden: Letting Brands Wither 202\u003c\/p\u003e \u003cp\u003eChapter 14 United Way: Damage Control for a Nonprofit’s Image 215\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART IV ENTREPRENEURIAL ADVENTURES 229\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 15 Google: Will an Entrepreneurial Giant Continue to Rule? 231\u003c\/p\u003e \u003cp\u003eChapter 16 Starbucks: Can a Model of Growth Reinvent Itself? 250\u003c\/p\u003e \u003cp\u003eChapter 17 Boston Beer: Is Greater Growth Possible? 266\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART V ETHICAL MISTAKES 281\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 18 Merck: The Vioxx Catastrophe 283\u003c\/p\u003e \u003cp\u003eChapter 19 MetLife: Deceptive Sales Practices 298\u003c\/p\u003e \u003cp\u003eChapter 20 Toyota: Accelerating Problems 311\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePART VI NOTABLE MARKETING SUCCESSES 329\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 21 Southwest Airlines: Is It Still the King of Cheap Flights? 331\u003c\/p\u003e \u003cp\u003eChapter 22 Nike: Is It an Unassailable Powerhouse Brand? 351\u003c\/p\u003e \u003cp\u003eChapter 23 Vanguard: Is Advertising Really Needed? 369\u003c\/p\u003e \u003cp\u003eChapter 24 Conclusions: What We Can Learn 381\u003c\/p\u003e \u003cp\u003eIndex 400\u003c\/p\u003e  \u003cp\u003e\u003cstrong\u003eRobert F. Hartley\u003c\/strong\u003e is currently professor emeritus in the marketing department at?Cleveland State University.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989576073445,"sku":"NP9781118078464","price":70.5,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781118078464.jpg?v=1761784662","url":"https:\/\/k12savings.com\/products\/marketing-mistakes-and-successes-isbn-9781118078464","provider":"K12savings","version":"1.0","type":"link"}