Marketing Mistakes and Successes 11th
E L E V E N T H
E D I T I O N
MARKETING
MISTAKES AND
SUCCESSES
3 0 T H
A N N I V E R S A RY
Robert F. Hartley
Cleveland State University
JOHN WILEY & SONS, INC.
VICE PRESIDENT & PUBLISHER
EXECUTIVE EDITOR
ASSISTANT EDITOR
PRODUCTION MANAGER
PRODUCTION ASSISTANT
EXECUTIVE MARKETING MANAGER
ASSISTANT MARKETING MANAGER
MARKETING ASSISTANT
DESIGN DIRECTOR
SENIOR DESIGNER
SENIOR MEDIA EDITOR
George Hoffman
Lise Johnson
Carissa Doshi
Dorothy Sinclair
Matt Winslow
Amy Scholz
Carly DeCandia
Alana Filipovich
Jeof Vita
Arthur Medina
Allison Morris
This book was set in 10/12 New Caledonia by Aptara®, Inc. and printed and bound by Courier/Westford.
The cover was printed by Courier/Westford.
This book is printed on acid-free paper.
Copyright © 2009, 2006, 2004, 2001, 1998, 1995, 1992, 1989, 1986, 1981, 1976 John Wiley & Sons,
Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc. 222 Rosewood Drive, Danvers, MA
01923, website www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774,
(201)748-6011, fax (201)748-6008, website http://www.wiley.com/go/permissions.
To order books or for customer service please, call 1-800-CALL WILEY (225-5945).
Library of Congress Cataloging in Publication Data
Hartley, Robert F., 1927Marketing mistakes and successes/Robert F. Hartley. —11th ed.
p. cm.
Includes index.
ISBN 978-0-470-16981-0 (pbk.)
1. Marketing—United States—Case studies. I. Title.
HF5415.1.H37 2009
658.800973—dc22
2008040282
ISBN-13
E D I T I O N
MARKETING
MISTAKES AND
SUCCESSES
3 0 T H
A N N I V E R S A RY
Robert F. Hartley
Cleveland State University
JOHN WILEY & SONS, INC.
VICE PRESIDENT & PUBLISHER
EXECUTIVE EDITOR
ASSISTANT EDITOR
PRODUCTION MANAGER
PRODUCTION ASSISTANT
EXECUTIVE MARKETING MANAGER
ASSISTANT MARKETING MANAGER
MARKETING ASSISTANT
DESIGN DIRECTOR
SENIOR DESIGNER
SENIOR MEDIA EDITOR
George Hoffman
Lise Johnson
Carissa Doshi
Dorothy Sinclair
Matt Winslow
Amy Scholz
Carly DeCandia
Alana Filipovich
Jeof Vita
Arthur Medina
Allison Morris
This book was set in 10/12 New Caledonia by Aptara®, Inc. and printed and bound by Courier/Westford.
The cover was printed by Courier/Westford.
This book is printed on acid-free paper.
Copyright © 2009, 2006, 2004, 2001, 1998, 1995, 1992, 1989, 1986, 1981, 1976 John Wiley & Sons,
Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc. 222 Rosewood Drive, Danvers, MA
01923, website www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030-5774,
(201)748-6011, fax (201)748-6008, website http://www.wiley.com/go/permissions.
To order books or for customer service please, call 1-800-CALL WILEY (225-5945).
Library of Congress Cataloging in Publication Data
Hartley, Robert F., 1927Marketing mistakes and successes/Robert F. Hartley. —11th ed.
p. cm.
Includes index.
ISBN 978-0-470-16981-0 (pbk.)
1. Marketing—United States—Case studies. I. Title.
HF5415.1.H37 2009
658.800973—dc22
2008040282
ISBN-13