Marketing professionals have relied on Hartley’s 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 practices—both errors and successes—cross company lines and are prone to be either traps for the unwary or success models. Each chapter has been updated to reflect the latest information available about each case.
It was 1968 and Robert Hartley was on his first combat mission in Vietnam as copilot of a helicopter gunship. As he and his platoon leader flew over the A Shau Valley, a Chinook helicopter engulfed in flames suddenly came into view. Hartley noticed tiny black smoking objects exiting the tail ramp of the aircraft. Seconds later, he realized those objects were men escaping the flames and plunging to their deaths. It was in that moment that he silently wondered, How the hell did I get here? Mr. Hartley was still wet behind the ears when he was tossed into the cauldron of Americas most unpopular war as an attack helicopter gunship pilot. As he shares a gripping, birds-eye view of battles that took him from the Demilitarized Zone in the north to the Mekong Delta in the south, Mr. Hartley compellingly details how he learned to rely on his superior training and equipment to follow through with his mission to kill the enemy and save the lives of his fellow soldiers below. Gunship Pilot provides an unforgettable glimpse into two combat tours of duty in Vietnam as a helicopter pilot soaring high above rice paddies and jungles attempts to fulfill his duty of protecting Americas warriors on the ground.
Any company violating the public trust today puts itself at a disadvantage. Competitors who are more eager to please their clients will gain the upper hand by developing trusting relationships. Readers are exposed to ethical problems, striking examples of unethical conduct, and a variety of moral dilemmas and temptations businesses encounter every day. The aim of this book is to teach from the mistakes of the well-known cases described and to show how to avoid, and how to respond best, should the worse scenario occur.
The Third Edition incorporates many new case studies. Presented here are some of the most notable management mistakes in history, with insightful discussions of why they failed. Most of the examples are new to this edition, including cases on the Savings and Loan industry, Robert Campeau's eroding retail empire and Yugo, the eastern European manufacturer, but some classic cases have been retained. A variety of industries are represented, and management failures are now compared with successes within each industry. Packed with hard-won knowledge.
This brief edition contains two major parts. The first is the historical analysis of associationism and its countertraditions, which still provides the framework used to relate current research to an important intellectual tradition. The second part of the book reproduces the major components of the HAM theory. In our view, the major contribution of that theory was the propositional network analyses of memory and the placement of those representational assumptions into an information-processing framework. This book is smaller than the previous book on HAM thanks to a re-evaluation of certain sections which have been deleted--some due to out of date information, some because the analyses presented have been replaced by better ones. This book makes the more important points of the original HAM book available at a more economical price. - from the preface.
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