Cover image for Marketing mistakes and successes
Marketing mistakes and successes
Hartley, Robert F., 1927-
Personal Author:
Ninth edition.
Publication Information:
Hoboken, NJ : John Wiley, [2004]

Physical Description:
viii, 360 pages : illustrations ; 23 cm
Format :


Call Number
Material Type
Home Location
Item Holds
HF5415.1 .H37 2004 Adult Non-Fiction Non-Fiction Area

On Order



A behind-the-scenes look at today's biggest marketing mistakes and successes!
Gain valuable insights by looking behind-the-scenes at some of today's most notable marketing successes and failures. With the Ninth Edition of this best-selling casebook, you'll learn how to make better decisions, implement strategies, 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. Hands-on exercises and debates invite immersion in their various situations. These real-life 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:
* PC Wars: Dell Computer vs. Gateway et al.
* Harley-Davidson: At Last
* Scott Paper, Sunbeam, and Al Dunlap
* The Grea t Firestone/Ford Explorer Tire Disaster
* McDonald's--A Titan Falters
* Snapple: A Sorry Acquisition
* MetLife--Deceptive Sales Tactics
* 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.

Table of Contents

Chapter 1 Introductionp. 1
Part I Marketing Warsp. 9
Chapter 2 PC Wars: Dell Computer vs. Gateway et al.p. 11
Chapter 3 Cola Wars: Pepsi vs. Coca-Colap. 25
Chapter 4 Airliner Wars: Boeing vs. Airbusp. 42
Chapter 5 Sneaker Wars: Reebok vs. Nikep. 59
Part II Great Comebacksp. 75
Chapter 6 Continental Airlines--From the Ashesp. 77
Chapter 7 IBM--A Fading Giant Rejuvenatesp. 90
Chapter 8 Harley-Davidson: At Lastp. 108
Part III Managing Change and Crisesp. 123
Chapter 9 Scott Paper, Sunbeam, and Al Dunlapp. 125
Chapter 10 The Great Firestone/Ford Explorer Tire Disasterp. 139
Chapter 11 Perrier--Overresponding to a Crisisp. 153
Chapter 12 United Way--A Not-for-Profit Tries to Cope with Image Destructionp. 165
Part IV Marketing Management Mistakesp. 179
Chapter 13 Maytag--Bungling a Promotion in Englandp. 181
Chapter 14 McDonald's--A Titan Faltersp. 195
Chapter 15 Disney--Euro Disney and Other Stumblesp. 213
Chapter 16 Borden--Letting Brands Witherp. 230
Chapter 17 Snapple: A Sorry Acquisitionp. 243
Chapter 18 Newell Rubbermaid--Losing the Battle to Win Shelf Spacep. 257
Part V Notable Marketing Successesp. 271
Chapter 19 Vanguard--Success with Minimal Marketingp. 273
Chapter 20 Southwest Airlines--"Try to Match Our Prices"p. 285
Chapter 21 Wal-Mart--The Unstoppablep. 301
Part VI Ethical Mistakesp. 319
Chapter 22 MetLife--Deceptive Sales Tacticsp. 321
Chapter 23 ADM--Price-Fixing and Political Cronyism, and a Whistleblowerp. 334
Chapter 24 Conclusions: What Can Be Learned?p. 346