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Marketing Mistakes and Successes (Marketing Mistakes) | 
| Author: Robert F. Hartley
Publisher: Wiley
Category: Book
Buy New: $34.74
New (27) Used (25) from $34.74
Rating:  9 reviews
Sales Rank: 120021
Media: Paperback
Edition: 10
Pages: 384
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 8.9 x 6 x 0.8
ISBN: 0471743216
Dewey Decimal Number: 380
EAN: 9780471743217
ASIN: 0471743216
Publication Date: November 4, 2005
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Condition: Brand New Original US 10th Edition Free tracking Ref.427 We recommended Expedited shipping for fast and reliable shipping.
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Product Description
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
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| Customer Reviews: Read 4 more reviews...
 Marketing Mistakes and Successes November 17, 2008
L. Santos (Monrovia, CA)
This book is a great read. Very interesting articles about different famous companies. I recommend it even if you're not a student.
Had to read, but good anyway May 7, 2007
B. Peick (St. Paul, MN)
The book was easy to read, used it for business cases that we had to analyze.
I love it January 9, 2007
N. Leed (Ontario, Canada)
This is a really great read for any marketer who wants to learn from past mistakes and successes. The scenarios are open for interpretation by the reader so it also makes an excellent case studies book.
A good textbook, but not for professionals January 4, 2007
ServantofGod
4 out of 4 found this review helpful
If I were a Professor in Marketing, I would pick this as a textbook, or at least a reference book for cases studies, because of its 1) extensive covering of 22 real life big name cases on six major topics (wars between giants, change/crises, competitive uncertainties, management mistakes, notable successes, and entrepreneurship) 2) sufficient details and figures on individual cases 3) intelligent questions and exercises in the end of each case/chapter 4)analytical "What can be learnt?" sections in the end of each case/chapter, and a whole independent chapter in the end of the book.
However, as a professional who had read countless marketing books, I must say that there are some better alternatives, insight and writing skill wise, that help readers to learn more from other people's mistakes. In that respect, I would like to recommend "In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters by Merrill Rick Chapman" and "Will Your Next Mistake Be Fatal?: Avoiding the Chain of Mistakes That Can Destroy Your Organization by Robert Mittelstaedt".
Remark: This book is at least 85% identical with the author's another work "Management Mistakes and Successes" and so you only should pick either one or them.
Engaging and helpful December 27, 2006
marketing-newbie (Mass. USA)
I am an undergrad. student and am not too familiar with the business concepts, but this book is engaging even if I am not fully educated with business terminologies. The cases mentioned, as well as the analysis is definitely helpful because it is one way to understand these real-life companies, such as how Carly Fiorina came to H-P and was later ousted; the competition between Toy-R-Us and Walmart are all worth reading over. I highly recommend it for anyone interested in business.
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