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How many of these soft drinks are still around? Hagar-the-Horrible Cola, Nutrimato, Panda Punch, Sudden Soda, and Yabba Dabba Dew? None. That's because they all failed. And everyone remembers such mammoth marketing mistakes as Coca-Cola's replacement of its market leader with the "New Coke," or Chevrolet's introduction of its Nova automobile into Latin American markets, where in Spanish "no va" means "doesn't go." This book documents numerous examples of marketing disasters like these, focusing on common error patterns and explaining how to avoid them. Highlighting both top brands and lesser known products and services, this book pulls examples from large and small companies, local, national, and international campaigns, consumer and industrial marketers, and profit-making and not-for-profit organizations. From mistakes in new product launches, pricing, and packaging to unlucky choices in advertising and sales strategies, this book helps marketers learn from the bad experiences of others--and avoid costly, damaging decisions of their own.
- Sales Rank: #5630916 in Books
- Brand: Brand: Ntc Business Books
- Published on: 1992-08
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 6.00" w x .50" l,
- Binding: Paperback
- 205 pages
- Used Book in Good Condition
Review
"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 for all college and corporate libraries."-Choice
?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 for all college and corporate libraries.?-Choice
About the Author
DR. DONALD W. HENDON is President of Business Consultants International and Professor of Marketing and Director of the International Business Program at Northern State University, Aberdeen, South Dakota.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Rambling and Disappointing
By MBS
There are a lot of good lessons in here, but they are hung together in a completely incoherent style. I can't tell if this is a bad college textbook or a bad "bathroom" reader. I guess it's "bad" either way. I love the subject matter ordinarily, but in my humble opinion, colorful and instructive material was submerged in bad writing.
0 of 1 people found the following review helpful.
Good Stuff
By Ariska Perdana Wibisono
Very satisfied with this book. I've already read half of this book & still interesting to read even by beginner student at my class...easy to understand.
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