Robert F. Hartley and Cindy Claycomb
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.
Robert F. Hartley
This best-selling casebook, now in its 11th edition, presents a series of fascinating scenarios that let you learn from some of today's most prominent business players. In an engaging, conversational style, Robert Hartley provides detailed analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes.
Harry J. Martin and Dennis F. Lekan
Customer demands, technological advances, investor expectations, social norms, competitor tactics, globalization, regulatory scrutiny, and information overload are dramatically increasing the complexity and volatility of the leader's job and the cost of mistakes. Between these pages, you'll meet some great leaders as well as some really bad ones. Use these stories to develop the skills you need to be a truly effective leader. Think of this book as your coach who will help you grow and give you the leadership insights you need to succeed today. Along the way, challenge yourself to become more aware of your values and what you want to achieve in your career and become a ''Higher-order Leader.''
Fred C. Allvine, Can Uslay, Ashutosh Dixit, and Jagdish N. Sheth
This thought-provoking book chronicles the evolution of the airline industry and explains what lies ahead for airlines across the globe. Taking the US airline industry as an in-depth case study, the authors present compelling evidence on how the paradigm shift that is taking place in the airline industry is linked to the big-bang approach to deregulation.