Classic Failures in Product Marketing: Marketing Principles Violations and How to Avoid Them (And Economic History; 8) - Image 1

£64.00

By Classic Failures in Product Marketing: Marketing Principles Violations and How to Avoid Them (And Economic History; 8)

Economics

Price History & Forecast

Last 78 days • 78 data points (No recent data available)

Historical

Generating forecast...

Price Distribution

Price distribution over 78 days • 2 price levels

Days at Price

Current Price

Price Analysis

Most common price: £60 (41 days, 52.6%)

Price range: £60 - £64

Price levels: 2 different prices over 78 days

Description

Written especially for current and aspiring marketing managers and executives, this book discusses the avoidable marketing failure. Hendon argues that many so-called product failures could have been avoided and that certain error patterns continually recur in many marketing situations. He exposes these patterns through the use of numerous case study examples so that the reader can learn from the mistakes of others rather than from personal experience with an avoidable product failure. Hendon shares a wealth of information from his experiences as a teacher and consultant in this very interesting and useful work. Organizing his presentation around factors of the marketing setting and marketing-decision variables, he describes the potential problem areas and possible mistakes that can be made in product marketing. In essence, the book is about how to avoid marketing failures and how to minimize damage once a mistake is recognized. Reader interest level is kept high by the use of more than 500 examples of marketing failures from all over the world. The book is comprehensive in that virtually all areas of marketing decision making are covered. Highly recommended. Choice Written especially for current and aspiring marketing managers and executives, this book discusses the avoidable marketing failure. Hendon, a professional marketer, consultant, and teacher, argues that many so-called product failures could have been avoided and that certain error patterns continually recur in many marketing situations. His aim is to expose these patterns through the use of numerous case study examples so that readers will learn from the mistakes of others rather than from personal experience with an avoidable product failure. Hendon covers more than 60 categories of marketing mistakes and includes numerous examples, making this a comprehensive, practical, and eminently useful handbook for both students and practicing marketers. In addition to documenting examples of marketing failures from around the world, Hendon discusses preventive measures that could have been taken to rectify the various situations under study. He also addresses planning procedures that should be used in both domestic and foreign marketing--such as fully researching alternative meanings for product names in foreign languages--to avoid the disastrous results amply illustrated throughout the volume. Among the specific types of marketing mistakes examined in-depth are those involving the marketing setting--customers, competitors, the marketing environment, disasters and safety, and those involving marketing tools. Here, common mistakes made in product launches, pricing, the choice of distribution channels, advertising, and personal sales are each treated in turn.

Product Specifications

Brand: By
Format: hardcover
ASIN: 0899303048
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 22 August 1989
Listed Since: 13 February 2007

Barcode

No barcode data available

By Classic Failures in Product Marketing: Marketing Principles Violations and How to Avoid Them (And Economic History; 8)

Price History & Forecast

Price Distribution

Price Analysis

Description

Product Specifications

Barcode

Similar Products You Might Like

Handbook of Marketing

Valuepack:Framework for Marketing Management/Global Marketing:A Decision-Oriented Approach/The Marketing Plan Handbook

Sage Optimal Database Marketing - Strategy and Data Mining

Online Course Pack:Strategic Brand Management/Research Methods for Business Students/International Economics/Organizational Behavior /CWS Graderacker ... CWS SAC/Ess Guide to Mrktg Planning

From Purpose To Profit: How to avoid costly mistakes, build a self-selling brand & achieve effortless business profitability

The Marketing Factbook: Marketing Strategies and Know-How to Win Customers and Boost Profits (Business Factbooks)

Market-Oriented Pricing: Strategies for Management (Contributions to the Study of Mass)

Valuepack: Principles of Marketing: European Edition with Economics for Business

Product Life Cycles and Product Management

Fundamentals of Marketing

Handbook of Marketing Strategy (Research Handbooks in Business and Management series)

Marketing Research: Planning, Process, Practice

Online Course Pack:Principles of Marketing:European Edition/Companion Website Student Access Card:Principles of Marketing European Edition/Essential ... Marketing Planning/Marketing PlanPro Premier

The Marketing Challenge for Industrial Companies: Advanced Concepts and Practices (Management for Professionals)

Edward Elgar Microeconomics for Business and Marketing Book

Routledge Marketing Management: Text and Cases Textbook

Marketing Management: Text and Cases

Valuepack: Marketing Management with Marketing Strategy Plus Business Students Handbook Plus Research Methods for Business Students

Prins Marketing, Operations Management, Financial Accounting and Reporting, E-Business and E-Commerce, Marketing, Management AccountingNon-Specialists, Corp Strategy, Economics and Course Box E

Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support (Research Handbooks in Business and Management series)

Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support (Research Handbooks in Business and Management series)

Praxishandbuch B2B-Marketing: Neueste Konzepte, Strategien und Technologien sowie praxiserprobte Vorgehensmodelle – mit 14 Fallstudien

Multi Pack: Consumer Behavior and Managerial Decision Making:(International Edition) with Marketing Communications:A European Perspective

Valuepack: Principles of Marketing with The Media