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Author Hartley, Robert F., 1927-

Title Marketing mistakes / Robert F. Hartley.

Imprint New York : Wiley, c1995.


Location Call No. OPAC Message Status
 Axe 2nd Floor Stacks  658.8 H255m 1995    ---  Available
Edition 6th ed.
Description x, 366 p. : ill. ; 23 cm.
Bibliography Includes bibliographical references.
Contents 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 -- EuroDisney: a successful format does not transfer well to Europe -- Coca-Cola's classic blunder: the failure of marketing research -- Adidas: underestimating 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: laten promise -- Potpourri of entrepreneurial adventures -- OfficeMax: promise fulfilled -- Dow Corning and Silicone Breast Implants: product safety on the line -- Cigarette controversies.
Subject Marketing -- Case studies.
ISBN 0471000884 (acid-free paper)

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