Marketing mistakes and successes:
"In a lively conversational style, Robert Hartley provides play-by-play analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Hands-on exercises and debates invite you to immerse yourself in various situations. These re...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2006
|
| Ausgabe: | 10. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "In a lively conversational style, Robert Hartley provides play-by-play analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Hands-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career."--BOOK JACKET. |
| Beschreibung: | VIII, 374 S. graph. Darst. |
| ISBN: | 0471743216 9780471743217 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV021497844 | ||
| 003 | DE-604 | ||
| 005 | 20230203 | ||
| 007 | t | ||
| 008 | 060306s2006 d||| |||| 00||| eng d | ||
| 020 | |a 0471743216 |9 0-471-74321-6 | ||
| 020 | |a 9780471743217 |9 978-0-471-74321-7 | ||
| 035 | |a (OCoLC)255009687 | ||
| 035 | |a (DE-599)BVBBV021497844 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-N2 |a DE-1051 |a DE-19 |a DE-573 |a DE-522 |a DE-188 | ||
| 050 | 0 | |a HF5415.1 | |
| 082 | 0 | |a 658.5 | |
| 082 | 0 | |a 658.800973 |2 22 | |
| 084 | |a QP 690 |0 (DE-625)141924: |2 rvk | ||
| 100 | 1 | |a Hartley, Robert F. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing mistakes and successes |c Robert F. Hartley |
| 250 | |a 10. ed. | ||
| 264 | 1 | |a Hoboken, NJ |b Wiley |c 2006 | |
| 300 | |a VIII, 374 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 520 | 1 | |a "In a lively conversational style, Robert Hartley provides play-by-play analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Hands-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career."--BOOK JACKET. | |
| 650 | 4 | |a Marketing |z United States |v Case studies | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 651 | 4 | |a USA | |
| 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 | |5 DE-604 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014714600&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-014714600 | ||
Datensatz im Suchindex
| _version_ | 1804135227543519232 |
|---|---|
| adam_text | CONTENTS
Chapter 1 Introduction 1
PARTI MARKETING WARS 9
Chapter 2 Burger Wars: McDonald s vs. Burger King, Yum et al. 11
Chapter 3 Cola Wars: Coca Cola vs. PepsiCo 31
Chapter 4 Airliner Wars: Boeing vs. Airbus 53
Chapter 5 Sneaker Wars: Nike vs. Reebok 72
PART II MANAGING CHANGE AND CRISES 89
Chapter 6 Al Dunlap Savages Scott Paper and Sunbeam 91
Chapter 7 Ford Explorers with Firestone Tires: 111 Handling
a Killer Scenario 105
Chapters Perrier—Overresponding to a Crisis 119
PART III COMPETITIVE UNCERTAINTIES 131
Chapter 9 The Kmart/Sears Merger of Faltering Finns 133
Chapter 10 Hewlett Packard Under Carly Fiorina 145
Chapter 11 Toys R Us: Trying to Defend Against Wal Mart 161
Chapter 12 Gateway s Efforts to Stay Alive 175
PART IV MARKETING MANAGEMENT MISTAKES 189
Chapter 13 Maytag: An Incredible Sales Promotion in England 191
Chapter 14 Merck s Vioxx Catastrophe 205
Chapter 15 Snapple: Quaker s Reckless Acquisition 219
Chapter 16 Newell Riibbermaid Destroys a Growth Mode 233
Chapter 17 Euro Disney: Bungling a Successful Format 246
PARTV NOTABLE MARKETING SUCCESSES 263
Chapter IS Harlev Da idson—Creating An Enduring Mystique 265
Chapter 19 Vanguard—Success in Taking the Road Less Traveled 280
Chapter 20 Southwest Airlines— Try to Match Our Prices 292
Chapter 21 Wal Mart: The Unstoppable 309
vii
viii • Contents
PART VI ENTREPRENEURIAL ADVENTURES 329
Chapter 22 Boston Beer—Is Greater Growth Possible? 331
Chapter 23 OfficeMax—To the End 345
Chapter 24 Conclusions: What Can Be Learned? 359
|
| adam_txt |
CONTENTS
Chapter 1 Introduction 1
PARTI MARKETING WARS 9
Chapter 2 Burger Wars: McDonald's vs. Burger King, Yum et al. 11
Chapter 3 Cola Wars: Coca Cola vs. PepsiCo 31
Chapter 4 Airliner Wars: Boeing vs. Airbus 53
Chapter 5 Sneaker Wars: Nike vs. Reebok 72
PART II MANAGING CHANGE AND CRISES 89
Chapter 6 Al Dunlap Savages Scott Paper and Sunbeam 91
Chapter 7 Ford Explorers with Firestone Tires: 111 Handling
a Killer Scenario 105
Chapters Perrier—Overresponding to a Crisis 119
PART III COMPETITIVE UNCERTAINTIES 131
Chapter 9 The Kmart/Sears Merger of Faltering Finns 133
Chapter 10 Hewlett Packard Under Carly Fiorina 145
Chapter 11 Toys "R" Us: Trying to Defend Against Wal Mart 161
Chapter 12 Gateway's Efforts to Stay Alive 175
PART IV MARKETING MANAGEMENT MISTAKES 189
Chapter 13 Maytag: An Incredible Sales Promotion in England 191
Chapter 14 Merck's Vioxx Catastrophe 205
Chapter 15 Snapple: Quaker's Reckless Acquisition 219
Chapter 16 Newell Riibbermaid Destroys a Growth Mode 233
Chapter 17 Euro Disney: Bungling a Successful Format 246
PARTV NOTABLE MARKETING SUCCESSES 263
Chapter IS Harlev Da\idson—Creating An Enduring Mystique 265
Chapter 19 Vanguard—Success in Taking the Road Less Traveled 280
Chapter 20 Southwest Airlines—"Try to Match Our Prices " 292
Chapter 21 Wal Mart: The Unstoppable 309
vii
viii • Contents
PART VI ENTREPRENEURIAL ADVENTURES 329
Chapter 22 Boston Beer—Is Greater Growth Possible? 331
Chapter 23 OfficeMax—To the End 345
Chapter 24 Conclusions: What Can Be Learned? 359 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Hartley, Robert F. |
| author_facet | Hartley, Robert F. |
| author_role | aut |
| author_sort | Hartley, Robert F. |
| author_variant | r f h rf rfh |
| building | Verbundindex |
| bvnumber | BV021497844 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.1 |
| callnumber-search | HF5415.1 |
| callnumber-sort | HF 45415.1 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 690 |
| ctrlnum | (OCoLC)255009687 (DE-599)BVBBV021497844 |
| dewey-full | 658.5 658.800973 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.5 658.800973 |
| dewey-search | 658.5 658.800973 |
| dewey-sort | 3658.5 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 10. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01904nam a2200421 c 4500</leader><controlfield tag="001">BV021497844</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20230203 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">060306s2006 d||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0471743216</subfield><subfield code="9">0-471-74321-6</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780471743217</subfield><subfield code="9">978-0-471-74321-7</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)255009687</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV021497844</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-N2</subfield><subfield code="a">DE-1051</subfield><subfield code="a">DE-19</subfield><subfield code="a">DE-573</subfield><subfield code="a">DE-522</subfield><subfield code="a">DE-188</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.1</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.5</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.800973</subfield><subfield code="2">22</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="e">Verfasser</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</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">10. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Hoboken, NJ</subfield><subfield code="b">Wiley</subfield><subfield code="c">2006</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">VIII, 374 S.</subfield><subfield code="b">graph. Darst.</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="520" ind1="1" ind2=" "><subfield code="a">"In a lively conversational style, Robert Hartley provides play-by-play analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Hands-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career."--BOOK JACKET.</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="z">United States</subfield><subfield code="v">Case studies</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="651" ind1=" " ind2="4"><subfield code="a">USA</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="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</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=014714600&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-014714600</subfield></datafield></record></collection> |
| genre | (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Fallstudiensammlung |
| geographic | USA |
| geographic_facet | USA |
| id | DE-604.BV021497844 |
| illustrated | Illustrated |
| index_date | 2024-07-02T14:14:30Z |
| indexdate | 2024-07-09T20:37:09Z |
| institution | BVB |
| isbn | 0471743216 9780471743217 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-014714600 |
| oclc_num | 255009687 |
| open_access_boolean | |
| owner | DE-N2 DE-1051 DE-19 DE-BY-UBM DE-573 DE-522 DE-188 |
| owner_facet | DE-N2 DE-1051 DE-19 DE-BY-UBM DE-573 DE-522 DE-188 |
| physical | VIII, 374 S. graph. Darst. |
| publishDate | 2006 |
| publishDateSearch | 2006 |
| publishDateSort | 2006 |
| publisher | Wiley |
| record_format | marc |
| spelling | Hartley, Robert F. Verfasser aut Marketing mistakes and successes Robert F. Hartley 10. ed. Hoboken, NJ Wiley 2006 VIII, 374 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier "In a lively conversational style, Robert Hartley provides play-by-play analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Hands-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career."--BOOK JACKET. Marketing United States Case studies Marketing (DE-588)4037589-4 gnd rswk-swf USA (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014714600&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hartley, Robert F. Marketing mistakes and successes Marketing United States Case studies 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_exact_search_txtP | Marketing mistakes and successes |
| title_full | Marketing mistakes and successes Robert F. Hartley |
| title_fullStr | Marketing mistakes and successes Robert F. Hartley |
| title_full_unstemmed | Marketing mistakes and successes Robert F. Hartley |
| title_short | Marketing mistakes and successes |
| title_sort | marketing mistakes and successes |
| topic | Marketing United States Case studies Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing United States Case studies Marketing USA Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014714600&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hartleyrobertf marketingmistakesandsuccesses |