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

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

1. Marketing -- United States -- Case studies

LOCATION	CALL#	STATUS
Chula Business School Library	658.800973 H332M 2014	CHECK SHELVES