Description
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.
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This textbook explains the principles of marketing by analyzing real-life marketing successes and failures. The cases are organized into sections on marketing wars, great comebacks, crisis management, marketing management mistakes, notable marketing successes, and ethical mistakes. The 8th edition features 13 new cases including the cola wars, the failures of Boston Chicken and Planet Hollywood, and the runaway success of Wal-Mart. The volume is not indexed. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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