Marketing Mistakes & Successes

Marketing professionals have relied on Hartley's book for 30 years to uncover the best and worst marketing programs. The eleventh edition presents new success case studies on Google and Starbucks as well as five new ones that focus on mistakes. Information Boxes and Issue Boxes are included in each chapter to highlight relevant concepts and issues, or related information. Invitation to Research suggestions allow readers to take the case a step further, to investigate what has happened since the case was written, both to the company and even to some of the individuals involved. Learning Insights help marketing professionals see how certain practices-both errors and successes-cross company lines and are prone to be either traps for the unwary or success modes. This best-selling casebook, now in its 11th edition, presents a series of fascinating scenarios that let you learn from some of today's most prominent business players. In an engaging, conversational style, Robert Hartley provides detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes. These real-life accounts are packed with practical tips, insider insights, and marketing advice.

As a supplement or main text, this book can be used in a variety of courses, both undergraduate and graduate, ranging from introduction to marketing, marketing management and strategic marketing.