Marketing Mistakes and Successes

175322 Words Nov 18th, 2012 702 Pages
ELEVENTH

EDITION

MARKETING
MISTAKES AND
SUCCESSES
30TH

ANNIVERSARY

Robert F. Hartley
Cleveland State University

JOHN WILEY & SONS, INC.

VICE PRESIDENT & PUBLISHER
EXECUTIVE EDITOR
ASSISTANT EDITOR
PRODUCTION MANAGER
PRODUCTION ASSISTANT
EXECUTIVE MARKETING MANAGER
ASSISTANT MARKETING MANAGER
MARKETING ASSISTANT
DESIGN DIRECTOR
SENIOR DESIGNER
SENIOR MEDIA EDITOR

George Hoffman
Lise Johnson
Carissa Doshi
Dorothy Sinclair
Matt Winslow
Amy Scholz
Carly DeCandia
Alana Filipovich
Jeof Vita
Arthur Medina
Allison Morris

This book was set in 10/12 New Caledonia by Aptara®, Inc. and printed and bound by Courier/Westford.
The cover was printed by Courier/Westford.
This book is printed on acid-free
…show more content…
While mistakes provide valuable learning insights, we can also learn from successes and find nuggets by comparing the unsuccessful with the successful. With the addition of Google and Starbucks, we have moved Entrepreneurial Adventures up to the front of the book. We have continued Marketing
Wars, which many of you recommended, and reinstated Comebacks of firms iii iv • Preface rising from adversity. I have also brought back Ethical Mistakes, because I believe that organizations more than ever need to be responsive to society’s best interests. Altogether, this 11th edition brings seven new cases to replace seven that were deleted from the previous edition. Some of the cases are so current we continued updating until the manuscript left for the production process. We have tried to keep all cases as current as possible by using Postscripts, Later Developments, and Updates.
A number of you have asked that I identify which cases would be appropriate for the traditional coverage of topics as organized in typical marketing texts. With most cases it is not possible to truly compartmentalize the mistake or success to merely one topic. The patterns of success or failure tend to be more pervasive. Still,
I think you will find the following classification of cases by subject matter to be helpful. I thank those of you who made this and other
Open Document