Marketing professionals have relied on Hartleys book for 30 years to uncover the best and worst marketing programs. The eleventh edition presents new success case studies on Google and Starbucks as well as five new ones that focus onmistakes. Information Boxes and Issue Boxes are included in each chapter to highlight relevant concepts and issues, or related information. 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 evento some of the individuals involved. Learning Insights help marketing professionals see how certain practicesboth errors and successescross company lines and are prone to be either traps for the unwary or success models.
- ISBN: 978-0-470-16981-0
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 416
- Fecha Publicación: 17/02/2009
- Nº Volúmenes: 1
- Idioma: Inglés