Marketing Mistakes Fourth Edition
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- Wiley
More About This Title Marketing Mistakes Fourth Edition
English
A new edition of the popular marketing book, incorporating many new case studies. Presented here are some of the most notable marketing mistakes in history, with insightful discussion of why they failed. Most of the examples are recent, but some classic cases have been retained. A variety of industries are represented, and marketing failures are compared with successes within each industry. Informative, entertaining, and packed with hard-won knowledge.
English
MISHANDLING THE PUBLIC IMAGE.
The Public Image--An Addition to the Marketing Strategy.
Nestle's Infant Formula--The Consequences of Spurning the Public Image.
Coors--A Great Image Can Fade.
A.
C.
Gilbert Company--Tearing Down a Quality Image.
CONTRASTS OF MISTAKES AND SUCCESSES (BLUNDERS AND BULLSEYES).
From Monumental Failure to Outstanding Success: The Edsel and the Mustang.
Harley-Davidson versus Honda.
Korvette, Woolworth, W. T.
Grant--And Then There Was K-Mart.
The Battle of the Hamburgers.
The Crest Riders of the Running Boom.
Wild Success and Plummeting Hopes in the Personal Computer Industry.
A POTPOURRI OF NOTABLE MISCALCULATIONS.
Coca-Cola's Classic Blunder.
J.
C.
Penny Company--Unchanging Policies.
A&P's WEO--A Price Offensive Backfires.
Conclusions--What Can Be Learned?
