Hartley, Robert F. 1927- creator Claycomb, Cindy. text bibliography nju 2014 12th edition. monographic eng

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viii, 408 p. : ill. ; 23 cm "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 and Cindy Claycomb. Includes bibliographical references and index. Marketing United States Case studies BUSINESS & ECONOMICS / Marketing / General 658.800973 HAM 9781118078464 (pbk.) 2013020678 DLC 130531 20161226100758.0 17758672 eng