First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Language: English
Published by AMACOM, 2005
- Softcover
- Used
Seller: Greenworld Books, arlington, TX, U.S.A.Greenworld Books
AbeBooks seller since June 20, 2025
Condition: Used - Good
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Fast Free Shipping – 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.
Seller Inventory # GWV.0814410952.G
- Title
- First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
- Author
- ROVELL, Darren
- Publisher
- AMACOM
- Publication year
- 2005
- Condition
- good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0814410952
- ISBN 13
- 9780814410950
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.
"Synopsis" may belong to another edition of this title.
About the Author
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.
"About the title" may belong to another edition of this title.
Greenworld Books
arlington, TX, U.S.A.
AbeBooks seller since June 20, 2025
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