Marketing Mistakes and Successes

Marketing professionalshave relied on Hartley's book for 30 years to uncover thebest and worst marketing programs. Invitation to Researchsuggestions allow readers to take the case a step further, toinvestigate what has happened since the case was written, both tothe company and even to some of the individuals involved. LearningInsights help marketing professionals see how certainpractices--both errors and successes--cross company linesand are prone to be either traps for the unwary or success models.Each chapter has been updated to reflect the latest informationavailable about each case.