Great Brand Blunders: The Worst Marketing and Social Meltdowns of All Time ... and How to Avoid Them!

摘要

There has been a significant amount of marketing literature on successful brands but not so much on brand blunders and brand miscues. This excellent paperback, written by a distinguished author in the field, has carefully laid out, in detail, some of the major miscues in marketing pertaining to brands - one of the most important elements in the marketing of consumer goods. And as the author has mentioned, even the best of brands run into trouble from time to time and marketing actions have to be taken. By the way, these brand problems impact the best of consumer goods firms -Coca-Cola, McDonald's, Apple, Starbucks, Wal-Mart, Microsoft, etc. Some 175 examples of so-called marketing misadventures across the globe are detailed in this concise 232-page paperback. The author does a nice job at the end of each chapter -providing additional examples of bad advertising and promotional efforts as well as laying out some tips and lessons for those in the business going forward.