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| 001 | 000045305508 | |
| 005 | 20061110162203 | |
| 008 | 060428s2006 njua b 000 0 eng | |
| 010 | ▼a 2006295920 | |
| 020 | ▼a 0471743216 (pbk.) | |
| 035 | ▼a (KERIS)BIB000010672408 | |
| 040 | ▼a 211032 ▼c 211032 ▼d 211032 ▼d 211032 ▼d 211032 ▼d 244002 | |
| 042 | ▼a lccopycat | |
| 050 | 0 0 | ▼a HF5415.1 ▼b .H37 2006 |
| 082 | 0 4 | ▼a 658.800973 ▼2 22 |
| 090 | ▼a 658.800973 ▼b H332m10 | |
| 100 | 1 | ▼a Hartley, Robert F. , ▼d 1927-. |
| 245 | 1 0 | ▼a Marketing mistakes and successes / ▼c Robert Hartley. |
| 246 | 1 4 | ▼a Marketing mistakes & successes |
| 250 | ▼a 10th ed. | |
| 260 | ▼a Hoboken, NJ : ▼b Wiley , ▼c 2006. | |
| 300 | ▼a viii, 374 p. : ▼b ill ; ▼c 23 cm. | |
| 500 | ▼a Previous ed.: 2004. | |
| 504 | ▼a Includes bibliographical references. | |
| 650 | 0 | ▼a Marketing ▼z United States ▼v Case studies. |
소장정보
| No. | 소장처 | 청구기호 | 등록번호 | 도서상태 | 반납예정일 | 예약 | 서비스 |
|---|---|---|---|---|---|---|---|
| No. 1 | 소장처 세종학술정보원/사회과학실(4층)/ | 청구기호 658.800973 H332m10 | 등록번호 151217217 (1회 대출) | 도서상태 대출가능 | 반납예정일 | 예약 | 서비스 |
컨텐츠정보
책소개
We all can learn from past mistakes...
It's just more fun when they're not your own.
Even corporate giants make mistakes. Now you can learn from the best of them with this behind-the-scenes look at some of today's most notable marketing mistakes and successes. With the Tenth Edition of this fascinating casebook, you'll learn how to make better decisions, implement strategies, navigate competitive uncertainties, avoid pitfalls, and seize opportunities.
In a lively conversational style, Robert Hartley provides play-by-play analyses of actual decisions and practices that led to major marketing wars, comebacks, crises, and triumphs in top corporations. Hand's-on exercises and debates invite you to immerse yourself in various situations. These real-life war stories are packed with practical tips and learning experiences that can serve you throughout your career.
This Tenth Edition adds these seven new cases:
* The Kmart/Sears Merger of Faltering Firms
* Hewlett-Packard Under Carly Fiorina
* Toys "R" Us: Trying to Defend Against Wal-Mart
* Gateway Computer's Efforts to Stay Alive
* Merck's Vioxx Catastrophe
* Boston Beer--Is Greater Growth Possible?
* Office Max--To the End
정보제공 :
저자소개
로버트 F. 하틀리(지은이)
드레이크대학에서 경영학사를 미네소타대학에서 MBA와 박사 과정을 수료했다. 13년간 K마트, JC 페니, 데이튼-허드슨, 타겟 등 소매업체에서 종사했으며, 미네소타대학과 조지워싱턴대학에서 일했다. 클리블랜드주립대학교 경영대학 명예교수로 재직 중이다. 지은 책으로 <피 말리는 마케팅 전쟁 이야기 Marketing Mistake>, <숨 막히는 기업 경영 이야기 Management Mistake> 등이 있다.