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

by Donald W. Hendon (Author) "If you ever visit the International Supermarket and Museum in Naples, New York, you'll find on its shelves more than 60,000 consumer products that have..." (more)
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Product details

  • Paperback: 205 pages
  • Publisher: McGraw-Hill Contemporary; New edition edition (1 Sep 1992)
  • Language English
  • ISBN-10: 0844234583
  • ISBN-13: 978-0844234588
  • Product Dimensions: 22.9 x 15.2 x 1.3 cm
  • Average Customer Review: No customer reviews yet. Be the first.
  • Amazon.co.uk Sales Rank: 1,636,955 in Books (See Bestsellers in Books)

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Product Description

Book Description
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. About the Author Dr. Donald W. Hendon is President of Business Consultants International. He is also Professor of Marketing and Director of the International Business Program at Northern State University, Aberdeen, South Dakota.
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If you ever visit the International Supermarket and Museum in Naples, New York, you'll find on its shelves more than 60,000 consumer products that have failed in U.S. supermarkets. Read the first page
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