What Were They Thinking?: Marketing Lessons I'Ve Learned from over 80,000 New-Product Innovations and Idiocies - Couverture rigide

McMath, Robert; Forbes, Thomas

Couverture rigide

ISBN 10 : 0812929500 ISBN 13 : 9780812929508

Editeur : Random House USA Inc, 1998

Synopsis

Book by McMath Robert

A propos du livre

Présentation de l'éditeur

Those ignorant of the mistakes of the past are bound to lose a lot of money.  That's why Bob McMath founded the New Products Showcase and Learning Center--a "Smithsonian for Stinkers," Business Week dubbed it.  There, executives from top corporations pay huge amounts of money to rummage through some 80,000 products gone awry.  Their mission: to avoid the misguided, expensive, and occasionally ludicrous mistakes that trip up even top companies.

In What Were They Thinking?, McMath shows you how to avoid such mistakes, with more that eighty marketing lessons he's learned  from his long experience with clods and clunkers.  As People magazine put it "McMath knows his goods--and his uglies, too"--and here he shows you how to:

  Steer clear of the number one killer of new products  (page 129)

  Develop a marketing campaign based on a "Significant Point of Difference"  (page 183)

  Take advantage of eight  "Hot Buttons for Success in the Millennium"  (page 101)

  Keep out of the "Buy-This-If-You're-a-Loser School of Marketing"  (page 28)

  Combat "Corporate Alzheimer's"  (page 4)

and much more !

Détails de l'édition

• Éditeur: Random House USA Inc
• Date d'édition: 1998
• Langue: anglais
• ISBN 10: 0812929500
• ISBN 13: 9780812929508
• Reliure: Relié
• Nombre de pages: 256
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible