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Marketing mistakes / Robert F. Hartley

Main Author Hartley, Robert F. Edition 6th ed. Publication New York : John Wiley Sons, 1995 Description X, 366 p. ISBN 0-471-00088-4 Abstract This edition now contains both notable marketing blunders and well-known successes. There are 15 new cases, including those dealing with the challenges of entrepreneurship. Updated Information Boxes and Issue Boxes are featured in every chapter to highlight relevant marketing concepts. Discussion questions and role-playing exercises are also included.
 Índice: 1- Mishandling the public image; 2- Marketing strategy mistakes; 3- Notable turnarounds; 4- Marketing successes; 5- Entrepreneurial adventures; 6- The impact of ethical and social pressures Topical name Marketing
Estudo de casos - Estudo CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IPAM Porto
658.8 HAR 1403 Depósito 1403
Total holds: 0

This edition now contains both notable marketing blunders and well-known successes. There are 15 new cases, including those dealing with the challenges of entrepreneurship. Updated Information Boxes and Issue Boxes are featured in every chapter to highlight relevant marketing concepts. Discussion questions and role-playing exercises are also included.

Índice: 1- Mishandling the public image; 2- Marketing strategy mistakes; 3- Notable turnarounds; 4- Marketing successes; 5- Entrepreneurial adventures; 6- The impact of ethical and social pressures

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