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Marketing Mistakes 4th Ed.
By: Robert F. Hartley
Book Condition: Good
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RM21.90 RM18.62
1 in stock
Description
In this fourth edition, a somewhat different approach is taken in Part Two, the major part of the book. Although as in previous editions we will examine classic market- ing mistakes to discover what can be learned that is, the implications that are transferable to other firms, other times, and other situations-perhaps we can gain more insights through comparisons.Consequently, where possible we have paired notable mistakes with notable successes of firms with similar resources and opportunity in the same industry. We will explore the intriguing question of why such firms in the same or similar environments moved in directions that had such different outcomes. What key factor(s) produced a monumental mistake for one and a resounding success for the other? Where such contrasts are possible, we are given an unsurpassed opportunity to gain insights into the intriguing challenge of marketing decision making, and how to improve the batting average for correct decisions.A variety of firms, industries, problems, and mistakes are presented. Most of the firms are familiar to you, although the details of their problems may not be. The time span ranges over several decades, although most of the cases involve fairly recent events.
