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Description
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Learn from the best of them! This best-selling casebook presents a series of fascinating scenarios that let you learn from some of today’s most prominent business players. In a lively, conversational style, Robert Hartley provides play-by-play analyses of the decisions and practices that led to major marketing wars, comebacks, mistakes, and successes many of these in today’s headlines. These real-life war stories are packed with practical tips, insider insights, and marketing wisdom.
As a supplemental text, this book can be used in a variety of courses, both undergraduate and graduate, ranging from introduction to marketing, marketing management and strategic marketing. It can be used in international marketing, retailing, and entrepreneurship.
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