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Marketing Mistakes and Successes
This best-selling casebook presents a series of fascinating scenarios that lets the reader learn from some of today's most prominent business players. In a lively, conversational style, Robert Hartley provides play-by-play analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes- many of these in today's headlines. These real-life war stories are packed with practical tips, insider insights, and marketing wisdom.
Marketing Mistakes
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Gunship Pilot
It was 1968 and Robert Hartley was on his first combat mission in Vietnam as copilot of a helicopter gunship. As he and his platoon leader flew over the A Shau Valley, a Chinook helicopter engulfed in flames suddenly came into view. Hartley noticed tiny black smoking objects exiting the tail ramp of the aircraft. Seconds later, he realized those objects were men escaping the flames and plunging to their deaths. It was in that moment that he silently wondered, How the hell did I get here? Mr. Hartley was still wet behind the ears when he was tossed into the cauldron of Americas most unpopular war as an attack helicopter gunship pilot. As he shares a gripping, birds-eye view of battles that to...
Marketing Mistakes and Successes
Marketing professionals have relied on Hartley’s book for 30 years to uncover the best and worst marketing programs. Invitation to Research suggestions allow readers to take the case a step further, to investigate what has happened since the case was written, both to the company and even to some of the individuals involved. Learning Insights help marketing professionals see how certain practices—both errors and successes—cross company lines and are prone to be either traps for the unwary or success models. Each chapter has been updated to reflect the latest information available about each case.
Management Mistakes and Successes
To know what works, understand what didn't! Great business leaders don't manage to avoid mistakes. They manage to learn from them. Now, you can go out and make your own errors--and suffer the consequences--or you can read this book and painlessly glean the secrets of successful management strategy from the real-life missteps of some of the foremost corporations and business leaders. In the Ninth Edition of this classic book, Robert Hartley takes you inside the trials and tribulations of top companies to examine the crises the managers faced, the decisions they made, and the results, both good and bad, of their actions. Out of these tales of reckless acquisitions, strategic bungles, lost oppo...
Outlines and Highlights for Marketing Mistakes and Successes by Robert F Hartley, Isbn
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Business Ethics
Be an ethical manager, or face dangerous consequences! In today's business climate, firms need to be wary of practices that may provoke criticism and scandals. Investigative reporters, eager lawyers, and zealous governmental agencies are lurking in the wings. These lessons of the past give you an inside look at some of the biggest mistakes of recent history. You can ponder not only how they might have been avoided, but also how their resolution might have been better handled. Robert Hartley, author of the popular Marketing and Management Mistakes and Successes books, brings you face-to-face with major players and the temptations, crises, and torments they experienced. Thought-provoking discu...
Management Mistakes & Successes
The Third Edition incorporates many new case studies. Presented here are some of the most notable management mistakes in history, with insightful discussions of why they failed. Most of the examples are new to this edition, including cases on the Savings and Loan industry, Robert Campeau's eroding retail empire and Yugo, the eastern European manufacturer, but some classic cases have been retained. A variety of industries are represented, and management failures are now compared with successes within each industry. Packed with hard-won knowledge.
