Marketing Mistakes and Successes

Marketing Mistakes and Successes


Yazar Robert F. Hartley
Yayınevi John Wiley & Sons
ISBN 9780470169810
Baskı yılı 2009
Sayfa sayısı 416
Ağırlık 0.41 kg
Edisyon 11
Stok durumu Var    Stok detayları
Kargoya teslim Aynı gün kargo

This best-selling casebook, now in its 11th edition, presents a series of fascinating scenarios that let you learn from some of todays 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.
Ch. 1 Introduction 1
Pt. I Entrepreneurial Adventures 9
Ch. 2 Google: An Entrepreneurial Juggernaut 11
Ch. 3 Starbucks: A Paragon of Growth and Employee Benefits Finds Storms 29
Ch. 4 Boston Beer: Is Greater Growth Possible? 46
Pt. II Marketing Wars 61
Ch. 5 Cola Wars: Coca-Cola vs. Pepsi 63
Ch. 6 PC Wars: Hewlett-Packard vs. Dell 86
Ch. 7 Airliner Wars: Boeing vs. Airbus; and Recent Outsourcing Woes 103
Pt. III Comebacks 127
Ch. 8 McDonalds: Rebirth Through Moderation 129
Ch. 9 Harley-Davidson: Creating An Enduring Mystique 147
Ch. 10 Continental Airlines: Salvaging From the Ashes 161
Pt. IV Marketing Management Mistakes 175
Ch. 11 Borden: Letting Brands Wither 177
Ch. 12 United Way: A Nonprofit Tries to Cope with Image Destruction 190
Ch. 13 DaimlerChrysler: A Merger Made in Hades 203
Ch. 14 Newells Acquisition of Rubbermaid Becomes an Albatross 220
Ch. 15 Euro Disney: Bungling a Successful Format 233
Ch. 16 Maytag: An Incredible Sales Promotion in England; and Outsourcing 251
Ch. 17 Kmart and Sears: A Hedge Fund Managers Challenge 267
Pt. V Notable Marketing Successes 281
Ch. 18 Southwest Airlines: Success Is Finally Contested 283
Ch. 19 Nike: A Powerhouse Brand 302
More...

Axess
Axess

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1190.00 TL
2 ay 627.73 TL 1255.45 TL
3 ay 422.45 TL 1267.35 TL
6 ay 219.16 TL 1314.95 TL
9 ay 151.39 TL 1362.55 TL
12 ay 117.51 TL 1410.15 TL

cardFinans
cardFinans

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1190.00 TL
2 ay 627.73 TL 1255.45 TL
3 ay 422.45 TL 1267.35 TL
6 ay 219.16 TL 1314.95 TL
9 ay 151.39 TL 1362.55 TL
12 ay 117.51 TL 1410.15 TL

Bonus
Bonus

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1190.00 TL
2 ay 627.73 TL 1255.45 TL
3 ay 422.45 TL 1267.35 TL
6 ay 219.16 TL 1314.95 TL
9 ay 151.39 TL 1362.55 TL
12 ay 117.51 TL 1410.15 TL

World
World

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1190.00 TL
2 ay 627.73 TL 1255.45 TL
3 ay 422.45 TL 1267.35 TL
6 ay 219.16 TL 1314.95 TL
9 ay 151.39 TL 1362.55 TL
12 ay 117.51 TL 1410.15 TL

Maximum
Maximum

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1190.00 TL
2 ay 627.73 TL 1255.45 TL
3 ay 422.45 TL 1267.35 TL
6 ay 219.16 TL 1314.95 TL
9 ay 151.39 TL 1362.55 TL
12 ay 117.51 TL 1410.15 TL

Paraf
Paraf

Taksit Taksit Tutarı Toplam Tutar
Tek çekim - 1190.00 TL
2 ay 627.73 TL 1255.45 TL
3 ay 422.45 TL 1267.35 TL
6 ay 219.16 TL 1314.95 TL
9 ay 151.39 TL 1362.55 TL
12 ay 117.51 TL 1410.15 TL

Kredi Kartı (Tek Çekim)
Kredi Kartı (Tek Çekim)

Taksit Taksit Tutar ı Toplam Tutar
Peşin - 1190.00 TL

Bonus, Maximum, Paraf, Cardfinans, Axess ve World özelliği olan tüm kartlar ile ödeme yapılabilir.