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First in thirst : how Gatorade turned the science of sweat into a cultural phenomenon

Author: Darren Rovell
Publisher: New York, NY : American Management Association, ©2006.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"The book identifies the nine "Gatorade Rules," business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share." "Long before America knew what "deep-down body thirst" was, a team of university scientists had already invented something to quench it. First in Thirst is the  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Darren Rovell
ISBN: 0814472990 9780814472996 9780814410950 0814410952 0814434576 9780814434574
OCLC Number: 60393271
Description: x, 243 pages : illustrations ; 24 cm
Contents: Sweat in a bottle --
The mystique is born --
From field to shelves --
Wrestling over Gatorade --
The "tipping" point --
"Be like Mike" --
"We're going to war" --
The Gatorade rules --
Gatorade critics.
Responsibility: Darren Rovell.
More information:

Abstract:

Gatorade invented the sports drink and it has been first in the marketplace ever since. But it's more than just a thirst quencher and a dominant brand. This book is the story of a phenomenon that  Read more...

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..".a fascinating business story." </p> -<i>Mississippi Business Journal </i> </p>

 
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