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Marketing Blunders: Lessons for Future Managers is all about marketing lessons from year 2009 to 2020. It starts off with a brief background of the business. Then, the authors reveal what went wrong in each case and how the company solved the issue or turned a bad situation into a positive one. All cases end with a list of lessons learnt and discussion questions. You will learn the potential marketing blunders and how to avoid them. This book will help you build and strengthen your brand.
Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing is a first-of-its-kind of a book. The book is an invaluable resource for the practitioners as well as the students of pharmaceutical marketing. The case studies presented in the book offer many experiential insights into how some of the world’s renowned pharmaceutical marketers built, launched, defended and managed their brands and steered them clear of competition. The Bullseyes in the book present a snapshot of these winning brands. Studying the Blunders or failures or flops too is significant for the practitioners and students of marketing alike. Because these provide the much-needed insights into the essential, Don’ts while building and managing their brands. Bullseyes and Blunders provides a more practical understanding of various topics that are highly relevant for the Pharma brand managers and marketing managers. These are market opportunity analysis, product positioning, product launches, life cycle management, building and defending a disease-franchise among others.Contents: 1. The Pharmaceutical Market 2. The Pharmaceutical Product 3. Therapeutic Leadership 4. Product Launch Strategy 5. Life Cycle Management 6. Pharmaceutical Marketing Practices: Good and Bad 7. Disease Branding 8. Blue Ocean Strategy 9. The Pricing Strategies 10. Pharma and Social Media
Our 21st century global business environment consists of a very complex and challenging landscape. Businesses rise, and businesses fall. Businesses thrive, and businesses stall. What determines the success or failure of a business? Well, there are many things, but one thing is for sure: management plays a critical role in the success of any business. Management is messy. There is no nice and neat resource that can adequately prepare a manager for what they will experience throughout their career. Management is challenging. There is no single, straightforward management handbook to reference. Perhaps one can learn the basics in an undergraduate management degree program. Even better, one can learn advanced strategies and insights in a graduate management degree program. These programs will no doubt equip one to be the best manager they can possibly be. But at the end of the day, experience is where the rubber hits the road - where a manager will ultimately rise or fall. Managers learn more by doing and experiencing than by studying. Furthermore, managers learn just as much, if not more, from their failures as they do their successes. We present to you Management Failures: Lessons Learned Through Case Study. This book contains stories of failure - management failures. While not all business failures are the result of poor management, a good number of them are. This book contains a series of accounts where managers have failed - failed to make good decisions, failed to address organizational issues, failed to address interpersonal issues, as well as a host of other failures. While all failures don't lead to the collapse of a business, all failures have some measurable impact on the people and the organizations in which the failure touched. The purpose of this book is not to commiserate with managers, embarrass them, or feel sorry for managers that have blown it. Rather, experience is a master teacher, and the goal of this book is to help managers learn from the mistakes and failures of others. In this book the authors present a series of stories - case studies if you will - that cover a broad range of complex business situations. The intent of each case study is to present you with management issues and failures, get you to think critically about the management issues and failures, and provide guidance on how to avoid similar failures in your management practice. Made specially to complement undergraduate and graduate courses in management and leadership, this book is organized in a series of "case studies." Each case study presents a situation or scenario, poses discussion questions for reflection and analysis, and then includes expert analysis by the authors of the key issues of the case and recommendations for how the failure could have been avoided. While some of the stories presented are globally-known failures that were reported through major media outlets, most of the stories come straight from the authors' combined 125 years of management experience. Some of the failures you will read about are failures of the authors. Others are failures that the authors experienced or witnessed first-hand. Nonetheless, the authors have learned so much throughout their experiences, and they are eager to share their insights with you throughout this book. We are confident that this book will prove to be a valuable resource in your management toolbox.
Hartley’s casebook is rich in content with easy to read case studies that are well suited for business professionals. They’ll learn every key aspect of management, from performance and crisises; to mergers and acquisitions. The tenth edition presents more new case studies to illustrate management concepts. These include Google’s entrepreneurial strategy, Procter and Gamble, Starbucks, and more. Recent business failures and successes are also examined in a way that offers practical insights and strategic principles. By focusing on the mistakes and successes, this book helps business professionals learn how to become great business leaders.
One of the most respected marketing gurus in the world shows why some of today's biggest brands are having trouble and how to avoid repeating their mistakes. It wasn't long ago that Levi-Strauss, Xerox, Crest, AT&T, Firestone, and Digital Equipment dominated their respective markets. What happened to undermine their standings and of those of other superbrands? Are their declines simply the inevitable consequence of change and the birth of new competition? In this important predecessor to the classic Differentiate or Die, "the king of positioning," Jack Trout answers that question with a resounding "No!" Writing in his signature, straight-from-the-hip style he reveals the disastrous marketing and strategy blunders that led to the dissolution of the most recognized superbrands. He clearly shows how those mistakes could have been avoided. With the help of in-depth case studies chronicling the events leading up to the falls from grace of Sears, Miller Brewing, Xerox, Crest, Burger King, and other past market leaders, he identifies the ten most common mistakes that big brands make, and he develops a set of expert guidelines for marketing managers and executives on how to build, protect, manage, and expand their companies' brands and avoid brand-killing blunders.
From the ill-fated dot-com bubble to unprecedented merger and acquisition activity to scandal, greed, and, ultimately, recession -- we've learned that widespread and difficult change is no longer the exception. By outlining the process organizations have used to achieve transformational goals and by identifying where and how even top performers derail during the change process, Kotter provides a practical resource for leaders and managers charged with making change initiatives work.
The landmark study of how medical errors are managed among surgeons and other hospital staff—now in an updated edition with a new preface and epilogue. When it was first published, Forgive and Remember offered groundbreaking insight into the training and lives of young surgeons. It quickly emerged as the definitive sociological study on the subject. While medical errors are both inevitable and potentially devastating, Bosk found that they could be forgiven—as long as they were remembered and never repeated. In this second edition, Bosk reflects more than twenty years later on how things have changed, both in the medical profession and in sociology. With an extensive new preface, epilogue, and appendix by the author, this updated edition of Forgive and Remember is as timely as ever.
Praise and Reviews `You learn more from failure than you can from success. Matt Haig`s new book is a goldmine of helpful how-not-to advice which you ignore at your own peril.` LAURA RIES, President, Ries & Ries, marketing strategists, and bestselling co-author of The Fall of Advertising and the Rise of PR and The 22 Immutable Laws of Branding `I thought the book was terrific. Brings together the business lessons from all the infamous brand disasters from the Ford Edsel and New Coke to today's Andersen and Enron. A must-buy for marketers.` PETER DOYLE, Professor of Marketing & Strategic Management, Warwick Business School, University of Warwick `If you are responsible for your brand, read this book. It might just be the best investment that you will ever make!` SHAUN SMITH, Senior Vice President of Forum, a division of FT Knowledge, and author of Uncommon Practice `Every marketer will read this with both pleasure and profit. Some of the stories are really enjoyable but the lessons are deadly serious. Read it, enjoy it, learn from it.` PATRICK BARWISE, Professor of Management and Marketing, London Business School `I highly recommend his book to everyone responsible for brand creation, development and management.` DR PAUL TEMPORAL, Brand Strategy Consultant, Singapore (www.brandingasia.com) and author of Advanced Brand Management `makes entertaining reading, but its message is serious and provides a valuable checklist of lessons learned.` MARKETING, April 2003 `Splendid advice` THE DAILY FOCUS (Korea) `Read it` SPORTS TODAY (Korea) What do Coca-Cola, McDonalds, IBM, Microsoft and Virgin have in common? Yes, they are all global giants striding successfully across the world, but what they are less recognized for are all those branded products they've launched that have bombed -spectacularly and at great cost. Brand Failures is a riveting look at how such disasters occur. For the first time we're given the inside story of 100 major brand blunders that make for jaw-dropping reading. Matt Haig approaches his subject in a truly entertaining style - yes, this is a business book that is actually fun to read! But his message is deadly serious. He describes those brands that have set sail with the help of multi-million dollar advertising campaigns only to sink without trace. He also looks at acknowledged brand mistakes made by successful blue-chip companies and some lesser-known but hilarious bombshells. He reveals what went wrong in every case and provides for each a valuable checklist of lessons learnt, categorized as: classic failures; idea failures; extension failures; PR failures; culture failures; people failures; rebranding failures; Internet and new technology failures; tired brands. Companies live or die on the strength of their brand, and failure can be fatal. Don't let yours be consigned to the brand graveyard. A tour of Matt Haig's fascinating hall of failure will alert you to potential dangers and show you how to ensure a long, healthy life for your brand.
Those ignorant of the mistakes of the past are bound to lose a lot of money. That's why Bob McMath founded the New Products Showcase and Learning Center--a "Smithsonian for Stinkers," Business Week dubbed it. There, executives from top corporations pay huge amounts of money to rummage through some 80,000 products gone awry. Their mission: to avoid the misguided, expensive, and occasionally ludicrous mistakes that trip up even top companies. In What Were They Thinking?, McMath shows you how to avoid such mistakes, with more that eighty marketing lessons he's learned from his long experience with clods and clunkers. As People magazine put it "McMath knows his goods--and his uglies, too"--and here he shows you how to: Steer clear of the number one killer of new products (page 129) Develop a marketing campaign based on a "Significant Point of Difference" (page 183) Take advantage of eight "Hot Buttons for Success in the Millennium" (page 101) Keep out of the "Buy-This-If-You're-a-Loser School of Marketing" (page 28) Combat "Corporate Alzheimer's" (page 4) and much more !
Marketing 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.