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MARKETING MISTAKES AND SUCCESSES

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At this writing, Marketing Mistakes has passed its thirtieth anniversary. Who would have thought? The fi rst edition, back in 1976, was 147 pages and included such long-forgotten cases as Korvette, W. T. Grant, Edsel, Corfam, Gilbert, and the Midi. In this eleventh edition, seven cases from the tenth edition have been dropped, and seven added, several of these being modifi ed from earlier editions. Other cases have been updated, and in some instances reclassifi ed. Two exciting new entrepre- neurial cases, Google and Starbucks, are introduced, and the entire Entrepreneurial Adventures moved to the front of the book as Part I. I think your students will fi nd these cases particularly interesting and even inspiring. The popular “Marketing Wars” is again included, this time as Part II, and it follows major competitors in their furious struggles. Two new parts have been added from older editions: Part III Comebacks, and Part VI Ethical Mistakes. In response to your feedback, the section on notable successes has been continued. Some cases are as recent as today’s headlines; several still have not come to complete resolution. A few older cases have been continued or brought back. For example, Borden last appeared in the ninth edition, but some of you thought the learning insights were important enough to reintroduce the case.

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Detail Information

Series Title

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Call Number

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Publisher

: ., 2009

Collation

1-418

Language

English

ISBN/ISSN

978-0-470-16981-0

Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

MARKETING MISTAKES AND SUCCESSES

Specific Detail Info

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Statement of Responsibility

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