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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.
We all can learn from past mistakes... It's just more fun when they're not your own. Even corporate giants make mistakes. Now you can learn from the best of them with this behind-the-scenes look at some of today's most notable marketing mistakes and successes. With the Tenth Edition of this fascinating casebook, you'll learn how to make better decisions, implement strategies, navigate competitive uncertainties, 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. Hand's-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career. This Tenth Edition adds these seven new cases: * The Kmart/Sears Merger of Faltering Firms * Hewlett-Packard Under Carly Fiorina * Toys "R" Us: Trying to Defend Against Wal-Mart * Gateway Computer's Efforts to Stay Alive * Merck's Vioxx Catastrophe * Boston Beer--Is Greater Growth Possible? * Office Max--To the End
"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 you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career."--BOOK JACKET.
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Written especially for current and aspiring marketing managers and executives, this book discusses the avoidable marketing failure. Hendon argues that many so-called product failures could have been avoided and that certain error patterns continually recur in many marketing situations. He exposes these patterns through the use of numerous case study examples so that the reader can learn from the mistakes of others rather than from personal experience with an avoidable product failure. Hendon shares a wealth of information from his experiences as a teacher and consultant in this very interesting and useful work. Organizing his presentation around factors of the marketing setting and marketing-decision variables, he describes the potential problem areas and possible mistakes that can be made in product marketing. In essence, the book is about how to avoid marketing failures and how to minimize damage once a mistake is recognized. Reader interest level is kept high by the use of more than 500 examples of marketing failures from all over the world. The book is comprehensive in that virtually all areas of marketing decision making are covered. Highly recommended. Choice Written especially for current and aspiring marketing managers and executives, this book discusses the avoidable marketing failure. Hendon, a professional marketer, consultant, and teacher, argues that many so-called product failures could have been avoided and that certain error patterns continually recur in many marketing situations. His aim is to expose these patterns through the use of numerous case study examples so that readers will learn from the mistakes of others rather than from personal experience with an avoidable product failure. Hendon covers more than 60 categories of marketing mistakes and includes numerous examples, making this a comprehensive, practical, and eminently useful handbook for both students and practicing marketers. In addition to documenting examples of marketing failures from around the world, Hendon discusses preventive measures that could have been taken to rectify the various situations under study. He also addresses planning procedures that should be used in both domestic and foreign marketing--such as fully researching alternative meanings for product names in foreign languages--to avoid the disastrous results amply illustrated throughout the volume. Among the specific types of marketing mistakes examined in-depth are those involving the marketing setting--customers, competitors, the marketing environment, disasters and safety, and those involving marketing tools. Here, common mistakes made in product launches, pricing, the choice of distribution channels, advertising, and personal sales are each treated in turn.
Six major marketing mistakes are responsible for most product or business failures. This book explains hwo entrepreneurs and executives can increase their chances of success by ridding their companies of such errors as the better mousetrap philosophy. This entertaining guide also contains checklists to help marketers stay on safe ground.
Studies show that about 90% of all small businesses fold in five years. All too often, business owners focus too heavily on products, facilities, and everything but the sales and marketing process. Yet, your ability to advertise, generate leads and close a high ratio of those leads is the engine that drives growth. Ten thousand companies rely on Tom Hopkins to teach them how to avoid sales and marketing mistakes and how to explode profits and create exponential growth. Now you can get in on the action too! In Tom’s eBook, titled 10 Biggest Sales and Marketing Mistakes, you can forgo years of trial and error, and chart your way towards meteoric success starting immediately!