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Synopsis
Gatorade is an enthralling story, brought to life in bright color and sharp detail in this book as journalist and author Darren Rovell chronicles every astonishing milestone of the company’s history.
With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink’s first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade’s iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan "Be Like Mike" endorsement deal.
With refreshing candor, First in Thirst also offers an inside look at all the aspects that went into building the brand, such as:
- negotiations,
- battles,
- lawsuits,
- mergers and acquisitions,
- product strategies,
- lucky breaks,
- and even the mishaps that have attended Gatorade’s reign as the 800-pound gorilla of the sports-drink scene.
First in Thirst 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. This book is the story of the product and the company, and of America’s fascination with the one and only Gatorade.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos de l'auteur
Darren Rovell has been reporting on sports business since 1998. Since June 2000 he has served as ESPN.com's sports business reporter. He also appears on numerous ESPN radio affiliate shows and on ESPNews, and contributes to ESPN's flagship Sports Center, its investigative Outside the Lines shows, and ESPN2's morning show Cold Pizza. In 2004, Rovell was named to Newsbios' 30 under 30, a list of the top 30 national business reporters under 30. He is the co-author of On the Ball: What You Can Learn About Business from America's Sports Leaders.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Edité par
HarperCollins Focus, 2018
ISBN 10 : 0814410952
ISBN 13 : 9780814410950
Ancien ou d'occasion
Paperback
Vendeur : World of Books (was SecondSale), Montgomery, IL, Etats-Unis
Évaluation du vendeur 5 sur 5 étoiles
Paperback. Etat : Fair. Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. But Gatorade is more than just a triumph of branding. First, it's a trusted product that has been scientifically proven to do what it claims to do. Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company's history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan Be Like Mike endorsement deal. With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner's circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade. 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 story of the product and the company, and of America's fascination with the one and only Gatorade. N° de réf. du vendeur 00100481856
Acheter D'occasion
EUR 4,84
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Expédition nationale : Etats-Unis
Expédition nationale : Etats-Unis
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Image d'archives
First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Edité par
HarperCollins Focus, 2018
ISBN 10 : 0814410952
ISBN 13 : 9780814410950
Ancien ou d'occasion
Paperback
Vendeur : World of Books (was SecondSale), Montgomery, IL, Etats-Unis
Évaluation du vendeur 5 sur 5 étoiles
Paperback. Etat : Good. Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. But Gatorade is more than just a triumph of branding. First, it's a trusted product that has been scientifically proven to do what it claims to do. Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company's history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan Be Like Mike endorsement deal. With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner's circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade. 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 story of the product and the company, and of America's fascination with the one and only Gatorade. N° de réf. du vendeur 00108668195
Acheter D'occasion
EUR 4,84
Livraison gratuite
Expédition nationale : Etats-Unis
Expédition nationale : Etats-Unis
Quantité disponible : 1 disponible(s)
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First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Edité par
Amacom (edition 51492nd), 2005
ISBN 10 : 0814410952
ISBN 13 : 9780814410950
Ancien ou d'occasion
Paperback
Vendeur : BooksRun, Philadelphia, PA, Etats-Unis
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Paperback. Etat : Very Good. 51492nd. It's a well-cared-for item that has seen limited use. The item may show minor signs of wear. All the text is legible, with all pages included. It may have slight markings and/or highlighting. N° de réf. du vendeur 0814410952-11-1
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First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Edité par
AMACOM, 2005
ISBN 10 : 0814410952
ISBN 13 : 9780814410950
Ancien ou d'occasion
Couverture souple
Vendeur : ZBK Books, Carlstadt, NJ, Etats-Unis
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Etat : good. Fast & Free Shipping â" Good condition. It may show normal signs of use, such as light writing, highlighting, or library markings, but all pages are intact and the book is fully readable. A solid, complete copy that's ready to enjoy. N° de réf. du vendeur ZWV.0814410952.G
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First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Edité par
AMACOM, 2005
ISBN 10 : 0814410952
ISBN 13 : 9780814410950
Ancien ou d'occasion
Couverture souple
Vendeur : Greenworld Books, Arlington, TX, Etats-Unis
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Etat : good. Fast Free Shipping â" Good condition. It may show normal signs of use, such as light writing, highlighting, or library markings, but all pages are intact and the book is fully readable. A solid, complete copy that's ready to enjoy. N° de réf. du vendeur GWV.0814410952.G
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First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Edité par
AMACOM, 2005
ISBN 10 : 0814410952
ISBN 13 : 9780814410950
Ancien ou d'occasion
Couverture souple
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First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Edité par
AMACOM, 2005
ISBN 10 : 0814410952
ISBN 13 : 9780814410950
Ancien ou d'occasion
Couverture souple
Vendeur : Greenworld Books, Arlington, TX, Etats-Unis
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Etat : very_good. Fast Free Shipping â" Very Good condition book with a firm cover and clean pages. Shows normal use and some light wear or limited notes markings. A solid, nice copy to enjoy. N° de réf. du vendeur GWV.0814410952.VG
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First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Edité par
HarperCollins Focus, 2018
ISBN 10 : 0814410952
ISBN 13 : 9780814410950
Ancien ou d'occasion
Paperback
Vendeur : World of Books Inc, Montgomery, IL, Etats-Unis
Évaluation du vendeur 4 sur 5 étoiles
Paperback. Etat : Good. Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. But Gatorade is more than just a triumph of branding. First, it's a trusted product that has been scientifically proven to do what it claims to do. Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company's history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan Be Like Mike endorsement deal. With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner's circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade. 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 story of the product and the company, and of America's fascination with the one and only Gatorade. N° de réf. du vendeur CIN0814410952G
Acheter D'occasion
EUR 6,69
Livraison gratuite
Expédition nationale : Etats-Unis
Expédition nationale : Etats-Unis
Quantité disponible : 1 disponible(s)
Image d'archives
First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Edité par
HarperCollins Focus, 2018
ISBN 10 : 0814410952
ISBN 13 : 9780814410950
Ancien ou d'occasion
Paperback
Vendeur : World of Books Inc, Montgomery, IL, Etats-Unis
Évaluation du vendeur 4 sur 5 étoiles
Paperback. Etat : Fair. Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. But Gatorade is more than just a triumph of branding. First, it's a trusted product that has been scientifically proven to do what it claims to do. Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company's history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan Be Like Mike endorsement deal. With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner's circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade. 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 story of the product and the company, and of America's fascination with the one and only Gatorade. N° de réf. du vendeur CIN0814410952A
Acheter D'occasion
EUR 6,69
Livraison gratuite
Expédition nationale : Etats-Unis
Expédition nationale : Etats-Unis
Quantité disponible : 2 disponible(s)
Image fournie par le vendeur
First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Edité par
AMACOM, 2005
ISBN 10 : 0814410952
ISBN 13 : 9780814410950
Ancien ou d'occasion
Couverture souple
Vendeur : Goodwill of Greater Milwaukee and Chicago, Racine, WI, Etats-Unis
Évaluation du vendeur 5 sur 5 étoiles
Etat : good. Book is considered to be in good or better condition. The actual cover image may not match the stock photo. Hard cover books may show signs of wear on the spine, cover or dust jacket. Paperback book may show signs of wear on spine or cover as well as having a slight bend, curve or creasing to it. Book should have minimal to no writing inside and no highlighting. Pages should be free of tears or creasing. Stickers should not be present on cover or elsewhere, and any CD or DVD expected with the book is included. Book is not a former library copy. N° de réf. du vendeur 459JKT001F32_ns
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Expédition nationale : Etats-Unis
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