This collection of short, real-company cases explores notable blunders in marketing. It helpfully outlines several contrasting good marketing decisions, their ramifications and the lessons they teach. This book emphasizes how we can learn from mistakes and successes—how we can learn by comparing the unsuccessful with the successful.
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Teacher's Manual available. -- The publisher, John Wiley & Sons
From the Publisher
Learning from our successes as well as from our mistakes is the basic concept of this text. Offering practical, easy-to-read cases, this seventh edition includes a number of marketing errors and successes. Update information boxes and issues boxes are provided in each chapter.
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Most Helpful Customer Reviews
8 of 8 people found the following review helpful:
4.0 out of 5 stars
Bold Retailers and Innovative Products spiral in flaming,
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This review is from: Marketing Mistakes (Paperback)
I took a few technology marketing courses in grad school, and became moderately interested in the process. When I saw "Marketing Mistakes" (1976) for sale at a thrift shop, I snapped it up.This is actually interesting stuff for anyone interested in the growth and death of businesses, not just for marketing majors. The eleven case studies describe how a retailer (e.g., Montgomery Ward, which finally augered in last year, and Korvette, a discount chain I barely recollect), product (Du Pont's Corfam, an artificial leather), or grand old toy company (A.C. Gilbert) became moribund or outright crashed and burned. There was a lot of nostalgia value in these for me. The names and histories evoked memories of advertising campaigns and jingles. Particularly poignant: The terrible last years of A.C. Gilbert, the august maker of chemistry sets and erector sets. They diluted the company name and ruined its reputation by expanding into girl's toys, infant's toys, and cheap discount-market items. Their decline was amazingly swift. There are lots of lessons here for budding business folk, and for others an opportunity to understand why your favorite stores and products sometimes disappear.
5 of 5 people found the following review helpful:
4.0 out of 5 stars
A good textbook, but not for professionals,
This review is from: Marketing Mistakes and Successes (Paperback)
If I were a Professor in Marketing, I would pick this as a textbook, or at least a reference book for cases studies, because of its 1) extensive covering of 22 real life big name cases on six major topics (wars between giants, change/crises, competitive uncertainties, management mistakes, notable successes, and entrepreneurship) 2) sufficient details and figures on individual cases 3) intelligent questions and exercises in the end of each case/chapter 4)analytical "What can be learnt?" sections in the end of each case/chapter, and a whole independent chapter in the end of the book.
However, as a professional who had read countless marketing books, I must say that there are some better alternatives, insight and writing skill wise, that help readers to learn more from other people's mistakes. In that respect, I would like to recommend "In Search of Stupidity: Over 20 Years of High-Tech Marketing Disasters by Merrill Rick Chapman" and "Will Your Next Mistake Be Fatal?: Avoiding the Chain of Mistakes That Can Destroy Your Organization by Robert Mittelstaedt". Remark: This book is at least 85% identical with the author's another work "Management Mistakes and Successes" and so you only should pick either one or them.
5.0 out of 5 stars
Marketing Mistakes and Successes,
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This review is from: Marketing Mistakes and Successes (Paperback)
This book is a great read. Very interesting articles about different famous companies. I recommend it even if you're not a student.
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
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