Marketing Mistakes and Successes 12th Edition Hartley Solutions Manual

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Product details:

• ISBN-10 ‏ : ‎ 9781118078464
• ISBN-13 ‏ : ‎ 978-1118078464
• Author: Robert F. Hartley (Author), Cindy Claycomb (Author)

This best-selling casebook, now in its 12th edition, presents a series of real-life scenarios, packed with practical tips, insider insights, and marketing advice. In an engaging, conversational style, each story provides detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes.

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. Adopt the whole book, or choose the cases that best fit your syllabus through a simple three-step process in Wiley Custom Select. Visit customselect.wiley.com to get started.

Table of contents:

CHAPTER ONE: Introduction

PART ONE: MARKETING WARS

CHAPTER TWO: Cola Wars: Coke vs. Pepsi

CHAPTER THREE: PC Wars: Hewlett-Packard vs. Dell

CHAPTER FOUR: Airliner Wars: Boeing vs. Airbus

PART TWO: COMEBACKS

CHAPTER FIVE: McDonald’s: Rebirth Through a Low Growth Strategy

CHAPTER SIX: Harley-Davidson: Building an Enduring Mystique

CHAPTER SEVEN: Chrysler: Merger Problems and Recovery

PART THREE: MARKETING MANAGEMENT MISTAKES

CHAPTER EIGHT: Newell’s Acquisition of Rubbermaid: An Unbelievable Disappointment

CHAPTER NINE: Kmart and Sears: A Hedge Fund Manager’s Disaster

CHAPTER TEN: Euro Disney: Bungling a Successful Concept

CHAPTER ELEVEN: Borders: Too Comfortable with Its Comfy Bookstores

CHAPTER TWELVE: Maytag: A Sales Promotion Debacle in England and the

CHAPTER THIRTEEN: Borden: Letting Brands Wither

CHAPTER FOURTEEN: United Way: Damage Control for a Nonprofit’s Image

PART FOUR: ENTREPRENEURIAL ADVENTURES

CHAPTER FIFTEEN: Google: Will an Entrepreneurial Giant Continue to Rule?

CHAPTER SIXTEEN: Starbucks: Can a Model of Growth Reinvent Itself?

CHAPTER SEVENTEEN: Boston Beer: Is Greater Growth Possible?

PART FIVE: ETHICAL MISTAKES

CHAPTER EIGHTEEN: Merck: The Vioxx Catastrophe

CHAPTER NINETEEN: MetLife: Deceptive Sales Practices

CHAPTER TWENTY: Toyota: Accelerating Problems

PART SIX: NOTABLE MARKETING SUCCESSES

CHAPTER TWENTY-ONE: Southwest Airlines: Is It Still the King of Cheap Flights?

CHAPTER TWENTY-TWO: Nike: Is It an Unassailable Powerhouse Brand?

CHAPTER TWENTY-FOUR: Conclusions: What We Can Learn

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