Close
Enter your search into one or more of the boxes below:
You can refine your search by selecting from any of the options below:
Search
Classic Failures in Product Marketing: Marketing Principles Violations and How to Avoid Them
Foyalty 227

Classic Failures in Product Marketing: Marketing Principles Violations and How to Avoid Them (Hardback)

£74.95
Currently unavailable to order online.
Email me when back in stock

Synopsis

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.

BusinessBusiness & managementSales & marketing Publisher: ABC-CLIO Publication Date: 22/08/1989 ISBN-13: 9780899303048  Details: Type: Hardback Format: Books
Availability: Currently unavailable to order online.  

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.

More books by Donald W. Hendon

Leave Review

Delivery

Delivery Options

All delivery times quoted are the average, and cannot be guaranteed. These should be added to the availability message time, to determine when the goods will arrive. During checkout we will give you a cumulative estimated date for delivery.

Location 1st Book Each additional book Average Delivery Time
UK Standard Delivery FREE FREE 3-5 Days
UK First Class £4.50 £1.00 1-2 Days
UK Courier £7.00 £1.00 1-2 Days
Western Europe** Courier £17.00 £3.00 2-3 Days
Western Europe** Airmail £5.00 £1.50 4-14 Days
USA / Canada Courier £20.00 £3.00 2-4 Days
USA / Canada Airmail £7.00 £3.00 4-14 Days
Rest of World Courier £22.50 £3.00 3-6 Days
Rest of World Airmail £8.00 £3.00 7-21 Days

** Includes Austria, Belgium, Denmark, France, Germany, Greece, Iceland, Irish Republic, Italy, Luxembourg, Netherlands, Portugal, Spain, Sweden and Switzerland.

Delivery Help & FAQs

Returns Information

If you are not completely satisfied with your purchase*, you may return it to us in its original condition with in 30 days of receiving your delivery or collection notification email for a refund. Except for damaged items or delivery issues the cost of return postage is borne by the buyer. Your statutory rights are not affected.

* For Exclusions and terms on damaged or delivery issues see Returns Help & FAQs

You might also like

Dynamics of Media Writing: Adapt and...
(Paperback)
Vincent F. Filak
 
 
£66.00
 
Portfolio Building Activities in...
(Paperback)
Karen Freberg
 
 
£34.99
 
© W&G Foyle Ltd
Foyles uses cookies to help ensure your experience on our site is the best possible. Click here if you’d like to find out more about the types of cookies we use.
Accept and Close