Marketing Mistakes Fifth Edition
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- Wiley
More About This Title Marketing Mistakes Fifth Edition
English
Provides in-depth analysis and description of notable marketing mistakes both past and present. Offers insights which greatly aid marketers in avoiding future problems plus how to react to unexpected ones. Divided into 4 types of mistakes--ethical, public image, classical and contemporary--it includes questions, exercises, issue evaluations, role-playing scenarios, information sidebars and real-world problem situations that complement and expand upon concepts presented.
English
Partial table of contents:
DISREGARDING ETHICAL AND SOCIAL CONSTRAINTS.
General Motors' Corvair vs.
Ralph Nader: Founding the Age of Consumerism.
Boise Cascade: Social Pressure Defeats Vigorous Growth.
MISHANDLING THE PUBLIC IMAGE.
Nestle's Infant Formula: The Consequences of Spurning the Public Image.
Coors: A Great Image Can Fade.
CLASSIC MARKETING ERRORS.
Montgomery Ward: Effect of a No-Growth Policy.
Korvette: Inability to Handle Growth and Upgrade an Image.
J.
C.
Penney Company: Unchanging Policies.
CONTEMPORARY MARKETING ERRORS.
The Savings and Loan Disaster: Prudence Violated.
Burger Chef: Why Not Another McDonald's?.
Coca-Cola's Classic Blunder.
Perrier: Ill-Handling of Adversity.
Conclusions: What Can Be Learned?.
