What Were They Thinking?
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Book Details
Author(s)Robert M. McMath, Thom Forbes
PublisherCrown Business
ISBN / ASIN081293203X
ISBN-139780812932034
AvailabilityUsually ships in 24 hours
Sales Rank1,931,799
CategoryBusiness & Economics
MarketplaceUnited States 🇺🇸
Description ▲
What Were They Thinking?, by 30-year marketing industry veteran Robert McMath and journalist Thom Forbes, clearly spells out its cautionary contents in its subtitle: Marketing Lessons I've Learned from over 80,000 New-Product Innovations and Idiocies. The insightful suggestions for avoiding the extraordinarily damaging (or at least extremely embarrassing) commercial misstep, illustrated perfectly by tales of formidable foul-ups from days of yore, ensure that this trip down memory lane can be more than just a pleasure cruise. Nonetheless, it's simply fun to relive such agonies as Ben-Gay Aspirin, Rabbit Jerky, and of course, New Coke. --Howard Rothman
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