This book is the “official story” of how Absolut Vodka came to be. Carl Hamilton found that publishing this book in Swedish would cost him his job at a prestigious economics institute. When he published an expanded version of a research project based on a research project commissioned by the liquor company, Vin and Spirit, he lost his job at the Stockholm School of Economics. His book credits Absolut’s huge popularity to the “little guys” rather than to the suits at large ad agencies. This book is the Liar’s Poker of marketing, revealing the sordid stories behind the official one.
Gunnar Broman, head of Sweden's top ad agency, traveled to New York in 1978 to sell his distinguished counterparts at N.W. Ayer on a locally produced vodka that didn't yet exist. The very idea of Swedish vodka was an oxymoron at the time, anyway, for everyone knew back then that real vodka came exclusively from Russia. Sweden had been distilling the beverage since 1467, though, and Broman had a briefcase full of ideas with him on the trip for pushing a soon-to-be-developed version in the U.S. He brought plenty of slides along to illustrate them, and even had several solid plastic bottles made up to demonstrate exactly how they would look on store shelves. One, in particular, captured the New Yorkers' attention: a plump vessel with "no label, no decorations, and no neck." Etched on its otherwise totally clear container, in pure silver, was the legend "Pure Absolut Vodka." Someone joked that it looked like a sterile medicine bottle, but the Americans' interest was piqued. And, with it, Absolut Vodka was on its way. Absolut, by Swedish writer, TV host, and political commentator Carl Hamilton, is the story of the now widely popular alcoholic beverage--housed in what became the liquor industry's most well known bottle--and how it came to conquer the States. It's a captivating and well-told tale of a bold business proposition that grew into a serious cultural phenomenon. --Howard RothmanAbout the Author :
Carl Hamilton is one of Sweden¿s most provocative and original literary voices, television host of the critically acclaimed show ¿Dilemma¿, a political commentator and a columnist in Scandinavia¿s largest popular newspaper, Aftonbladet. In the tradition of Sweden¿s great nineteenth century writer, August Strindberg, Hamilton uses black wit to expose public hypocrisy. His previous works include the life story of Egyptian born industrialist Refaat El-Sayed, and several collections of essays.
Description du livre Texere, 2000. Hardcover. État : New. book. N° de réf. du libraire 1587990024
Description du livre Texere, 2000. Hardcover. État : New. N° de réf. du libraire P111587990024
Description du livre État : Brand New. Book Condition: Brand New. N° de réf. du libraire 97815879900211.0
Description du livre Texere, 2000. Hardcover. État : New. 1. N° de réf. du libraire DADAX1587990024