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TitleMarketing mistakes and successes Robert F. Hartley; Cindy Claycomb
Imprint Hoboken, NJ Wiley 2014
Edition 12. ed
Descript VIII, 408 S. graph. Darst

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


Marketing -- United States -- Case studies

LOCATIONCALL#STATUS
Chula Business School Library658.800973 H332M 2014CHECK SHELVES

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