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

by Donald W. Hendon and Donald Wayne Hendon

Book Overview

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...

• Format: Hardcover
• Language: English
• ISBN: 0899303048
• ISBN13: 9780899303048
• Release Date: August 1989
• Publisher: Praeger
• Length: 205 Pages
• Weight: 1.14 lbs.
• Dimensions: 0.9" x 6.1" x 9.8"