Synopsis
In an alphabetical format, an advisor to several major companies offers pithy, funny lessons of good marketing gleaned from such spectacular, costly product failures as rabbit jerky, Crystal Pepsi, and Crackerjack breakfast cereal. 25,000 first printing. Tour.
"synopsis" may belong to another edition of this title.
From the Back Cover
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 than 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 bads and uglies, too" -- and here he shows you how to:
(PAGE 129)
-- Steer clear of the number one killer of new products
(PAGE 183)
-- Develop a marketing campaign based on a "Significant Point of Difference"
(PAGE 101)
-- Take advantage of eight "Hot Buttons for Success in the Millennium"
(PAGE 28)
-- Keep out of the "Buy-This-If-You're-a-Loser School of Marketing"
(PAGE 4)
-- Combat "Corporate Alzheimer's" and much more
Synopsis
Offers humorous lessons of good marketing practices gleaned from such costly product failures as rabbit jerky, Crystal Pepsi, and Crackerjack breakfast cereal.
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What Were They Thinking?
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What Were They Thinking?
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What Were They Thinking? : Marketing Lessons You Can Learn from Products That Flopped
Published by
Crown Publishing Group, The, 1998
ISBN 10: 0812929500
ISBN 13: 9780812929508
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What Were They Thinking?
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What Were They Thinking?
Published by
Crown Business, New York, 1998
ISBN 10: 0812929500
ISBN 13: 9780812929508
Used
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What Were They Thinking?
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