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Books
Marketing mistakes
- Author / Creator
- Available as
- Physical
Details
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- Creator
- Robert F. Hartley
- Format
- Books
- Language
- English
- Publication
-
- Sixth edition
- New York : Wiley, [1995]
- ©1995
- Physical Details
-
- x, 366 pages : illustrations ; 23 cm
- ISBNs
- 9780471000884, 0471000884
- OCLC
- ocm30977088
- Includes bibliographical references.
- Food Lion: bad publicity throttles success -- United Way: a not-for-profit destroys its image: and girl scout doubts -- Perrier: ill-handling of adversity -- IBM: a giant fails to cope -- Sears: faltering to competitors -- Borden: letting brand franchises sour -- Maytag: a bungled promotion in England -- Euro Disney: a successful format does not transfer well to Europe -- Coca-Cola's classic blunder: the failure of marketing research -- Adidas: understimating competitors -- Osborne Computer: short-lived product uniqueness -- Chrysler's great reversal --
- Harley Davidson fights back, finally -- Microsoft: harnessing innovation -- Southwest Airlines: "try to match our prices" -- GM's saturn: a new auto strategy -- Wal-Mart: now retailing's biggest -- Parma Pierogies: latent promise -- Potpourri of entrepreneurial adventures -- OfficeMax: promise fulfilled -- Dow Corning and Silicone Breast Implants: product safety on the line -- Cigarette controversies