As the old saying goes, to err is human. Errors will always be with us. Some people even became famous for failing, for making mistakes, like Douglas "wrong way" Corrigan who was flying from New York to Los Angeles in 1938 but landed in lreland instead. Some products have become famous because they failed - like the Ford Edsel. (An Edsel in mint condition commands very high prices on the collector's market) The Leaning Tower of Pisa is a symbol of error, but it's also a money-making tourist attraction in Italy. Since failure is all around us in our everyday lives, why not make the best of it and learn from it?
This book documents numerous marketing disasters of booth top brands and lesser known products and services; from large and small companies, local, national and international companies; consumer and industrial marketers, and profit-making and non-profit making organizations.
In early 1980, the giant US retailer, Sears ran a correction in the Dallas Morning News for items that were mis-spelled in prior ads. There were 5 corrections. The last two sentences read, "We regret these erros. You can count on Sears." To do what? Make erros or errors?
In this book you'll learn about many important mistakes that have been committed. You can either learn from the bad experiences of others or pay through your own mistakes. The Choice is yours.
Part 1 Introduction
Part 2 The Marketing Setting
Part 3 Marketing Tools