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Marketing Mistakes and Their Impact on the Firm

In: Decision Making in Marketing and Finance

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  • Paul Sergius Koku

Abstract

There is no doubt that marketing decisions are not limited to the marketing department alone, but instead affect the firm in general. In fact, to be specific, marketing decisions impact the firm’s value, which is the overarching message in this book. However, marketing mistakes are the obvious instances in which the effects of marketing on the firm’s value are felt. Marketing mistakes could occur in variety of ways and could be caused by limitless number of factors; however, we limit our discussions to decisions of the firm to enter a foreign market, introduce a new product, name a new product, and recall a defective product.

Suggested Citation

  • Paul Sergius Koku, 2014. "Marketing Mistakes and Their Impact on the Firm," Palgrave Macmillan Books, in: Decision Making in Marketing and Finance, chapter 0, pages 149-155, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-44477-6_10
    DOI: 10.1057/9781137444776_10
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