Marketing Mistakes and Successes - 12th Edition by Robert F Hartley & Cindy Claycomb (Paperback)
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<p/><br></br><p><b> About the Book </b></p></br></br>"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"--<p/><br></br><p><b> Book Synopsis </b></p></br></br><p>This best-selling casebook, now in its <i>12th edition</i>, 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.</p> <p>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.</p><p/><br></br><p><b> About the Author </b></p></br></br><p><strong>Robert F. Hartley</strong> is currently professor emeritus in the marketing department at?Cleveland State University.
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