Edsel case is perhaps the most widely known marketing mistake of all time. A variety of firms, industries, problems and mistakes are presented. Most of the firms are familiar to you - eg, Gillette, STP Corporation, Adidas, Coors Beer - although the details of their problems may not be. The time span ranges over several decades, although most of the cases involve fairly recent events. Where the mistakes occurred several decades ago - such as the Edsel, and Montgomery Ward's no-growth philosophy - still the circumstances and what can be learned are far from dated. The aim of this book, as in other editions, is to search for what can be learned from mistakes - what lessons the reader can come away with that have wider implications: transferable to other firms, other times, other situations.

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