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Cover: 9780812932034 | What Were They Thinking? | Robert M. McMath (u. a.) | Taschenbuch
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What Were They Thinking?
Marketing Lessons You Can Learn from Products That Flopped
Taschenbuch von Robert Mcmath
Sprache: Englisch

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Beschreibung
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 !
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 !
Über den Autor
Robert M. McMath and Thom Forbes
Details
Erscheinungsjahr: 1998
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9780812932034
ISBN-10: 081293203X
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Mcmath, Robert
Hersteller: Crown
Verantwortliche Person für die EU: Books on Demand GmbH, In de Tarpen 42, D-22848 Norderstedt, info@bod.de
Maße: 210 x 140 x 16 mm
Von/Mit: Robert Mcmath
Erscheinungsdatum: 08.08.1998
Gewicht: 0,358 kg
Artikel-ID: 106790476
Über den Autor
Robert M. McMath and Thom Forbes
Details
Erscheinungsjahr: 1998
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9780812932034
ISBN-10: 081293203X
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Mcmath, Robert
Hersteller: Crown
Verantwortliche Person für die EU: Books on Demand GmbH, In de Tarpen 42, D-22848 Norderstedt, info@bod.de
Maße: 210 x 140 x 16 mm
Von/Mit: Robert Mcmath
Erscheinungsdatum: 08.08.1998
Gewicht: 0,358 kg
Artikel-ID: 106790476
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