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Marketing mistakes and successes Robert F. Hartley.
Detalles de publicación: New York Wiley c2000.Edición: 8th edDescripción: viii, 359 p. ill. 23 cmISBN:- 0471370606 (pbk. : alk. paper)
- 658.800973 H3321m8 21
- HF5415.1 .H37 2000
Contenidos:
Marketing wars -- Great comebacks -- Crisis management -- Marketing management mistakes -- Notable marketing successes -- Ethical mistakes.
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.800973 H3321m8 (Navegar estantería(Abre debajo)) | Disponible | 80000002089590 |
Total de reservas: 0
Descripciones mejoradas de Syndetics:
This best-selling casebook presents a series of fascinating scenarios that lets the reader learn from some of today's most prominent business players. In a lively, conversational style, Robert Hartley provides play-by-play analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes- many of these in today's headlines. These real-life war stories are packed with practical tips, insider insights, and marketing wisdom.
"25th anniversary edition"--Cover.
Includes bibliographical references.
Marketing wars -- Great comebacks -- Crisis management -- Marketing management mistakes -- Notable marketing successes -- Ethical mistakes.
Tabla de contenidos provista por Syndetics
- Chapter 1 Introduction
- Part I Marketing Wars
- Chapter 2 Burger Wars: McDonald's vs. Burger King, Yum et al
- Chapter 3 Cola Wars: Coca-Cola vs. PepsiCo
- Chapter 4 Airliner Wars: Boeing vs. Airbus
- Chapter 5 Sneaker Wars: Nike vs. Reebok
- Part II Managing Change And Crises
- Chapter 6 Al Dunlap Savages Scott Paper and Sunbeam
- Chapter 7 Ford Explorers with Firestone Tires: Ill Handling a Killer Scenario
- Chapter 8 PerrierùOverresponding to a Crisis
- Part III Competitive Uncertainties
- Chapter 9 The Kmart/Sears Merger of Faltering Firms
- Chapter 10 Hewlett-Packard Under Carly Fiorina
- Chapter 11 Toys "R" Us: Trying to Defend Against Wal-Mart
- Chapter 12 GatewayÆs Efforts to Stay Alive
- Part IV Marketing Management Mistakes
- Chapter 13 Maytag: An Incredible Sales Promotion in England
- Chapter 14 Merck's Vioxx Catastrophe
- Chapter 15 Snapple: Quaker's Reckless Acquisition
- Chapter 16 Newell Rubbermaid Destroys a Growth Mode
- Chapter 17 Euro Disney: Bungling a Successful Format
- Part V Notable Marketing Successes
- Chapter 18 Harley Davidson û Creating an Enduring Mystique
- Chapter 19 Vanguard Mutual FundsùSuccess in Taking the Road Less Traveled
- Chapter 20 Southwest Airlinesù"Try to Match Our Prices"
- Chapter 21 Wal-MartùThe Unstoppable
- Part VI Entrepreneurial Adventures
- Chapter 22 Boston BeerùIs Greater Growth Possible?
- Chapter 23 Office MaxùTo the End
- Chapter 24 Conclusions: What Can Be Learned?