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Marketing mistakes and successes Robert F. Hartley,Cindy Claycomb

By: Contributor(s): Material type: TextTextPublication details: Hoboken, N.J. : Wiley, c2014.; ©2014Edition: 12th edDescription: viii, 408 p. : ill. ; 23 cmISBN:
  • 9781118078464
Subject(s): DDC classification:
  • 658.800973 23
LOC classification:
  • HF5415.1 .H37 2014
Other classification:
  • BUS043000
Summary: "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"-- Provided by publisher.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.800973 HA MA (Browse shelf(Opens below)) Available T0017494

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"-- Provided by publisher.

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