000			01829cam a2200325 i 4500
001			17758672
003			APU
005			20150520092949.0
008			130531t2014 njua b 001 0 eng
010			_a 2013020678
020			_a9781118078464 (pbk.)
040			_aDLC _beng _cDLC _erda _dSUE
042			_apcc
043			_an-us---
050	0	0	_aHF5415.1 _b.H37 2014
082	0	0	_a658.800973 _223 _bHAR 2014
100	1		_aHartley, Robert F., _d1927- _920591
245	1	0	_aMarketing mistakes and successes / _cRobert F. Hartley, Late of Cleveland State University, Cindy Claycomb, Wichita State University.
250			_a12th ed.
260			_aHoboken : _bJohn Wiley & Sons, _cc2014.
300			_aviii, 408 p. : _bill. ; _c23 cm.
504			_aIncludes bibliographical references and index.
520			_a"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"--
650		0	_aMarketing _zUnited States _vCase studies. _933221
650		7	_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh _933222
700	1		_aClaycomb, Cindy. _933223
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBook
999			_c190878 _d190878