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Classic Failures in Product Marketing: Marketing Principles Violations and How to Avoid Them
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.
Paperback
First published January 1, 1989
6 people want to read
About the author
Donald Wayne Hendon
16 booksDonald Wayne Hendon, Ph.D., is a best-selling author, speaker, consultant, coach, and trainer in the fields of marketing, management, negotiation, and international business and a lifetime member of the Vietnam Veterans of America. He is the author of more than 400 articles and 9 books, including 365 Powerful Ways to Influence and Guerrilla Deal-Making (with Jay Conrad Levinson).
Don has given several thousand seminars and consulted for hundreds of companies in 36 nations on 6 continents. McDonald’s, Coca-Cola, Colgate-Palmolive, Johnson & Johnson, Nissan, Kmart, Time Magazine, Texas Instruments, LG, and Philippine Airlines are just a few of his clients. Hendon has taught at universities throughout the world – in 14 states in the USA plus 7 other countries.
Don earned his Ph.D. in Business from the University of Texas at Austin and his M.B.A. in Marketing from the University of California at Berkeley.
Don has given several thousand seminars and consulted for hundreds of companies in 36 nations on 6 continents. McDonald’s, Coca-Cola, Colgate-Palmolive, Johnson & Johnson, Nissan, Kmart, Time Magazine, Texas Instruments, LG, and Philippine Airlines are just a few of his clients. Hendon has taught at universities throughout the world – in 14 states in the USA plus 7 other countries.
Don earned his Ph.D. in Business from the University of Texas at Austin and his M.B.A. in Marketing from the University of California at Berkeley.
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