Marketing Mistakes and Successes

This best-selling casebook, now in its 12th edition, 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.

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.

Author: Robert F. Hartley, Cindy Claycomb
Publisher: Wiley
Published: 10/07/2013
Pages: 416
Binding Type: Paperback
Weight: 1.02lbs
Size: 9.03h x 6.09w x 0.54d
ISBN: 9781118078464

About the Author

Robert F. Hartley is currently professor emeritus in the marketing department at?Cleveland State University.