Hartley, Robert F., 1927-
Marketing mistakes and successes / Robert F. Hartley, Late of Cleveland State University, Cindy Claycomb, Wichita State University. - 12th ed. - Hoboken : John Wiley & Sons, c2014. - viii, 408 p. : ill. ; 23 cm.
Includes bibliographical references and index.
"Marketing professionals have relied on Hartley's book for 30 years to uncover the best and worst marketing programs. Invitation to Research suggestions allow readers to take the case a step further, to investigate what has happened since the case was written, both to the company and even to some of the individuals involved. Learning Insights help marketing professionals see how certain practices--both errors and successes--cross company lines and are prone to be either traps for the unwary or success models. Each chapter has been updated to reflect the latest information available about each case"--
9781118078464 (pbk.)
2013020678
Marketing--United States--Case studies.
BUSINESS & ECONOMICS / Marketing / General.
HF5415.1 / .H37 2014
658.800973 / HAR 2014
Marketing mistakes and successes / Robert F. Hartley, Late of Cleveland State University, Cindy Claycomb, Wichita State University. - 12th ed. - Hoboken : John Wiley & Sons, c2014. - viii, 408 p. : ill. ; 23 cm.
Includes bibliographical references and index.
"Marketing professionals have relied on Hartley's book for 30 years to uncover the best and worst marketing programs. Invitation to Research suggestions allow readers to take the case a step further, to investigate what has happened since the case was written, both to the company and even to some of the individuals involved. Learning Insights help marketing professionals see how certain practices--both errors and successes--cross company lines and are prone to be either traps for the unwary or success models. Each chapter has been updated to reflect the latest information available about each case"--
9781118078464 (pbk.)
2013020678
Marketing--United States--Case studies.
BUSINESS & ECONOMICS / Marketing / General.
HF5415.1 / .H37 2014
658.800973 / HAR 2014