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 Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.