Marketing professionals have relied on Hartleys 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 practicesboth errors and successescross company lines and are prone to be either traps for the unwary or success models.
Book Details:
- Author: Robert F. Hartley
- ISBN: 9781118078464
- Year Published: 2014
- Pages: 416
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
Marketing professionals have relied on Hartleys 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 practicesboth errors and successescross company lines and are prone to be either traps for the unwary or success models.
About the Author
Robert F. Hartley is currently professor emeritus in the marketing department at Cleveland State University.