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Original Essays | July 22, 2014

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The three men lit up in my mind's eye, with footnotes. They were converging on me — and on the object I was carrying — in a way that had... Continue »
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What Were They Thinking?

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What Were They Thinking? Cover

 

Synopses & Reviews

Publisher Comments:

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 that 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 uglies, too"--and here he shows you how to:

  Steer clear of the number one killer of new products  (page 129)

  Develop a marketing campaign based on a "Significant Point of Difference"  (page 183)

  Take advantage of eight  "Hot Buttons for Success in the Millennium"  (page 101)

  Keep out of the "Buy-This-If-You're-a-Loser School of Marketing"  (page 28)

  Combat "Corporate Alzheimer's"  (page 4)

and much more !

Product Details

ISBN:
9780812932034
Introduction:
McMath, Robert M.
Publisher:
Three Rivers Press (CA)
Introduction by:
McMath, Robert M.
Introduction:
McMath, Robert M.
Author:
McMath, Robert M.
Author:
Forbes, Thom
Author:
McMath, Robert
Location:
New York :
Subject:
Reference
Subject:
Marketing - General
Subject:
Marketing
Subject:
Advertising & Promotion
Subject:
Industrial Management
Subject:
Reference - General
Subject:
Finance, personal
Subject:
New products
Subject:
New products -- Marketing -- Case studies.
Subject:
Business;Marketing
Edition Number:
1st pbk. ed.
Edition Description:
Trade paper
Series Volume:
18
Publication Date:
19980831
Binding:
TRADE PAPER
Grade Level:
General/trade
Language:
English
Illustrations:
20 B+W PHOTOS and ILLUSTRATIONS;
Pages:
256
Dimensions:
8.5 x 5.5 x .5 in .7 lb

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Related Subjects

Business » Advertising
Business » Marketing
Business » Reference

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