Publisher's Synopsis
Take a behind–the–scenes look at today′s biggest marketing mistakes and successes!
You can gain valuable, real–world marketing wisdom by taking a behind–the–scenes look at some of today′s most notable marketing successes and failures. With the new 25th anniversary edition of this best–selling casebook, you′ll learn how to make better marketing decisions, implement strategies, avoid pitfalls, and seize opportunities!
In a lively, conversational style, Robert Hartley Provides play–by–play analyses of the actual decisions and practices that lead to major marketing wars, comebacks, crises, and triumphs at top corporations. These real–life war stories are packed with practical tips and insider insights that will serve you throughout your career.
Fully revised and updated, this Eighth Edition features 13 exciting new cases, including:
- Cola Wars: Pepsi vs. Coca–Cola
- Sneaker Wars: Reebok vs. Nike
- Airliner Wars: Airbus vs. Boeing
- Hamburger Wars: Burger King vs. McDonald′s
- Continental Airlines–From the Ashes
- Perrier–Overresponding to a Crisis
- Johnson & Johnson–The Classic Masterpiece for Handling a Major Crisis
- Toys "R" Us–A Category Killer Falters
- Boston Chicken/Planet Hollywood–It Takes More Than Hype
- Coors–What′s Wrong with Being Number Three?
- Rubbermaid–Perils of Not Satisfying a Major Customer
- Vanguard–Success With Minimal Marketing
- Wal–Mart–The Unstoppable
