Marketing mistakes and successes:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester [u.a.]
Wiley
2014
|
| Ausgabe: | 12. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | VIII, 408 S. |
| ISBN: | 9781118078464 |
Internformat
MARC
| LEADER | 00000nam a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV040724775 | ||
| 003 | DE-604 | ||
| 005 | 20140828 | ||
| 007 | t| | ||
| 008 | 130205s2014 xx |||| 00||| eng d | ||
| 020 | |a 9781118078464 |c (pbk) |9 978-1-118-07846-4 | ||
| 035 | |a (OCoLC)879464947 | ||
| 035 | |a (DE-599)BVBBV040724775 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-11 |a DE-N2 |a DE-945 |a DE-473 | ||
| 084 | |a QP 690 |0 (DE-625)141924: |2 rvk | ||
| 100 | 1 | |a Hartley, Robert F. |d 1927-2012 |e Verfasser |0 (DE-588)17016666X |4 aut | |
| 245 | 1 | 0 | |a Marketing mistakes and successes |c Robert F. Hartley ; Cindy Claycomb |
| 250 | |a 12. ed. | ||
| 264 | 1 | |a Chichester [u.a.] |b Wiley |c 2014 | |
| 300 | |a VIII, 408 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4522595-3 |a Fallstudiensammlung |2 gnd-content | |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |C b |5 DE-604 | |
| 700 | 1 | |a Claycomb, Cindy |e Verfasser |0 (DE-588)1047809192 |4 aut | |
| 856 | 4 | 2 | |m Digitalisierung UB Bamberg - ADAM Catalogue Enrichment |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025704909&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-025704909 | |
Datensatz im Suchindex
| _version_ | 1818420821827256320 |
|---|---|
| adam_text |
CO N T E N T S
Preface iii
About the Authors vi
Chapter 1 Introduction 1
PARTI MARKETING WARS 9
Chapter 2 Cola Wars: Coke vs. Pepsi 11
Chapter 3 PC Wars: Hewlett-Packard vs. Dell 34
Chapter 4 Airliner Wars: Boeing vs. Airbus 50
PART II COMEBACKS 73
Chapter 5 McDonald s: Rebirth Through a Low Growth Strategy 75
Chapter 6 Harley-Davidson: Building An Enduring Mystique 94
Chapter 7 Chrysler: Merger Problems and Recovery 109
PART III MARKETING MANAGEMENT MISTAKES 127
Chapter 8 Newells Acquisition of Rubbermaid: An Unbelievable
Disappointment 129
Chapter 9 Kmart and Sears: A Hedge Fund Managers Disaster 142
Chapter 10 Euro Disney: Bungling a Successful Concept 156
Chapter 11 Borders: Too Comfortable with Its Comfy Bookstores 174
Chapter 12 Maytag: A Sales Promotion Debacle in England and
the Allure of Outsourcing 186
Chapter 13 Borden: Letting Brands Wither 202
Chapter 14 United Way: Damage Control for a Nonprofits Image 215
PART IV ENTREPRENEURIAL ADVENTURES 229
Chapter 15 Google: Will an Entrepreneurial Giant Continue
to Rule? 231
Chapter 16 Starbucks: Can a Model of Growth Reinvent Itself? 250
Chapter 17 Boston Beer: Is Greater Growth Possible? 266
• •
Vil
viii • Contents
PARTY_ETHICAL MISTAKES_281
Chapter 18 Merck: The Vioxx Catastrophe 283
Chapter 19 Met Life: Deceptive Sales Practices 298
Chapter 20 Toyota: Accelerating Problems 311
PART VI_NOTABLE MARKETING SUCCESSES_329
Chapter 21 Southwest Airlines: Is It Still the King of Cheap Flights? 331
Chapter 22 Nike: Is It an Unassailable Powerhouse Brand? 351
Chapter 23 Vanguard: Is Advertising Really Needed? 369
Chapter 24 Conclusions: What We Can Learn 381
Index
400 |
| any_adam_object | 1 |
| author | Hartley, Robert F. 1927-2012 Claycomb, Cindy |
| author_GND | (DE-588)17016666X (DE-588)1047809192 |
| author_facet | Hartley, Robert F. 1927-2012 Claycomb, Cindy |
| author_role | aut aut |
| author_sort | Hartley, Robert F. 1927-2012 |
| author_variant | r f h rf rfh c c cc |
| building | Verbundindex |
| bvnumber | BV040724775 |
| classification_rvk | QP 690 |
| ctrlnum | (OCoLC)879464947 (DE-599)BVBBV040724775 |
| discipline | Wirtschaftswissenschaften |
| edition | 12. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>00000nam a2200000zc 4500</leader><controlfield tag="001">BV040724775</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20140828</controlfield><controlfield tag="007">t|</controlfield><controlfield tag="008">130205s2014 xx |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781118078464</subfield><subfield code="c">(pbk)</subfield><subfield code="9">978-1-118-07846-4</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)879464947</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV040724775</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-11</subfield><subfield code="a">DE-N2</subfield><subfield code="a">DE-945</subfield><subfield code="a">DE-473</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 690</subfield><subfield code="0">(DE-625)141924:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Hartley, Robert F.</subfield><subfield code="d">1927-2012</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)17016666X</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing mistakes and successes</subfield><subfield code="c">Robert F. Hartley ; Cindy Claycomb</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">12. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Chichester [u.a.]</subfield><subfield code="b">Wiley</subfield><subfield code="c">2014</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">VIII, 408 S.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4522595-3</subfield><subfield code="a">Fallstudiensammlung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="C">b</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Claycomb, Cindy</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1047809192</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Bamberg - ADAM Catalogue Enrichment</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025704909&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-025704909</subfield></datafield></record></collection> |
| genre | (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Fallstudiensammlung |
| id | DE-604.BV040724775 |
| illustrated | Not Illustrated |
| indexdate | 2024-12-14T13:00:33Z |
| institution | BVB |
| isbn | 9781118078464 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025704909 |
| oclc_num | 879464947 |
| open_access_boolean | |
| owner | DE-11 DE-N2 DE-945 DE-473 DE-BY-UBG |
| owner_facet | DE-11 DE-N2 DE-945 DE-473 DE-BY-UBG |
| physical | VIII, 408 S. |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Wiley |
| record_format | marc |
| spelling | Hartley, Robert F. 1927-2012 Verfasser (DE-588)17016666X aut Marketing mistakes and successes Robert F. Hartley ; Cindy Claycomb 12. ed. Chichester [u.a.] Wiley 2014 VIII, 408 S. txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketing (DE-588)4037589-4 s b DE-604 Claycomb, Cindy Verfasser (DE-588)1047809192 aut Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025704909&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hartley, Robert F. 1927-2012 Claycomb, Cindy Marketing mistakes and successes Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4522595-3 |
| title | Marketing mistakes and successes |
| title_auth | Marketing mistakes and successes |
| title_exact_search | Marketing mistakes and successes |
| title_full | Marketing mistakes and successes Robert F. Hartley ; Cindy Claycomb |
| title_fullStr | Marketing mistakes and successes Robert F. Hartley ; Cindy Claycomb |
| title_full_unstemmed | Marketing mistakes and successes Robert F. Hartley ; Cindy Claycomb |
| title_short | Marketing mistakes and successes |
| title_sort | marketing mistakes and successes |
| topic | Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025704909&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hartleyrobertf marketingmistakesandsuccesses AT claycombcindy marketingmistakesandsuccesses |