Marketing Mistakes and Successes

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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
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	1190.00 TL
2 ay	615.83 TL	1231.65 TL
3 ay	418.48 TL	1255.45 TL
6 ay	223.13 TL	1338.75 TL
9 ay	158.67 TL	1428.00 TL
12 ay	128.42 TL	1541.05 TL

cardFinans
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	1190.00 TL
2 ay	615.83 TL	1231.65 TL
3 ay	418.48 TL	1255.45 TL
6 ay	223.13 TL	1338.75 TL
9 ay	158.67 TL	1428.00 TL
12 ay	128.42 TL	1541.05 TL

Bonus
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	1190.00 TL
2 ay	615.83 TL	1231.65 TL
3 ay	418.48 TL	1255.45 TL
6 ay	223.13 TL	1338.75 TL
9 ay	158.67 TL	1428.00 TL
12 ay	128.42 TL	1541.05 TL

World
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	1190.00 TL
2 ay	615.83 TL	1231.65 TL
3 ay	418.48 TL	1255.45 TL
6 ay	223.13 TL	1338.75 TL
9 ay	158.67 TL	1428.00 TL
12 ay	128.42 TL	1541.05 TL

Maximum
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	1190.00 TL
2 ay	615.83 TL	1231.65 TL
3 ay	418.48 TL	1255.45 TL
6 ay	223.13 TL	1338.75 TL
9 ay	158.67 TL	1428.00 TL
12 ay	128.42 TL	1541.05 TL

Paraf
Taksit	Taksit Tutarı	Toplam Tutar
Tek çekim	-	1190.00 TL
2 ay	615.83 TL	1231.65 TL
3 ay	418.48 TL	1255.45 TL
6 ay	223.13 TL	1338.75 TL
9 ay	158.67 TL	1428.00 TL
12 ay	128.42 TL	1541.05 TL