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Getting it right the second time : how American ingenuity transformed forty-nine marketing failures into some of our most successful products

Author: Michael Gershman
Publisher: Reading, Mass. : Addison-Wesley Pub. Co., ©1990.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Introduces the concept of creative marketing that transformed forty-nine marketing failures into some of our bestselling brands and products.
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Michael Gershman
ISBN: 0201550822 9780201550825
OCLC Number: 21407250
Description: xviii, 270 pages ; 25 cm
Contents: Don't pitch it the wrong way. -Don't rule out a ride via piggyback. -Don't underestimate public perception. -Don't incorrectly position your product. -Don't overlook the package. -Don't sell it in the wrong place. -Don't price it wrong. -Don't fail to consider using a premium. -Don't skip on promotion. -Don't underestimate the power of publicity. -Don't launch a product without a promise. -Don't quit. Have perserverance.
Responsibility: Michael Gershman.

Abstract:

Introduces the concept of creative marketing that transformed forty-nine marketing failures into some of our bestselling brands and products.

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