Marketing Mistakes and Successes

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ELEVENTH

EDITION

MARKETING
MISTAKES AND
SUCCESSES
30TH

ANNIVERSARY

Robert F. Hartley
Cleveland State University

JOHN WILEY & SONS, INC.

VICE PRESIDENT & PUBLISHER
EXECUTIVE EDITOR
ASSISTANT EDITOR
PRODUCTION MANAGER
PRODUCTION ASSISTANT
EXECUTIVE MARKETING MANAGER
ASSISTANT MARKETING MANAGER
MARKETING ASSISTANT
DESIGN DIRECTOR
SENIOR DESIGNER
SENIOR MEDIA EDITOR

George Hoffman
Lise Johnson
Carissa Doshi
Dorothy Sinclair
Matt Winslow
Amy Scholz
Carly DeCandia
Alana Filipovich
Jeof Vita
Arthur Medina
Allison Morris

This book was set in 10/12 New Caledonia by Aptara®, Inc. and printed and bound by Courier/Westford. The cover was printed by Courier/Westford.
This book is printed on acid-free paper.
Copyright © 2009, 2006, 2004, 2001, 1998, 1995, 1992, 1989, 1986, 1981, 1976 John Wiley & Sons, Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc. 222 Rosewood Drive, Danvers, MA 01923, website www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774, (201)748-6011, fax (201)748-6008, website http://www.wiley.com/go/permissions. To order books or for customer service please, call 1-800-CALL WILEY (225-5945). Library of Congress Cataloging in Publication Data

Hartley, Robert F., 1927Marketing mistakes and successes/Robert F. Hartley. —11th ed. p. cm.
Includes index.
ISBN 978-0-470-16981-0 (pbk.)
1. Marketing—United States—Case studies. I. Title.
HF5415.1.H37 2009
658.800973—dc22
2008040282
ISBN-13 978-0-470-16981-0
Printed in the United States of America
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PREFACE

Welcome to the 30th anniversary of Marketing Mistakes and Successes with this 11th edition. Who would have thought that interest in mistakes would be so enduring? Many of you are past users, a few even for decades. I hope you will find this new edition a worthy successor to earlier editions. I think this may even be my best book. The new Google and Starbucks cases should arouse keen student interest, and may even inspire another generation of entrepreneurs. A fair number of the older cases have faced significant changes in the last few years, for better or for worse, and these we have captured to add to learning insights.

After so many years of investigating mistakes, and more recently successes also, it might seem a challenge to keep these new editions fresh and interesting. The joy of the chase has made this an intriguing endeavor through the decades. Still, it is always difficult to abandon interesting cases that have stimulated student discussions and provoked useful insights, but newer case possibilities are ever contesting for inclusion. Examples of good and bad handling of problems and opportunities are forever emerging. But sometimes we bring back an oldie, and with updating, gain a new perspective.

For new users, I hope the book will meet your full expectations and be an effective instructional tool. Although case books abound, you and your students may find this somewhat unique and very readable, a book that can help transform dry and rather remote concepts into practical reality, and lead to lively class discussions, and even debates. In the gentle environment of the classroom, students can hone their analytical skills and also their persuasive skills—not selling products but selling their ideas—and defend them against critical scrutiny. This is great practice for the arena of business to come.

NEW TO THIS EDITION...
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