What Were They Thinking?
Author: McMath, Robert
ISBN: 9780812932034
Publisher: RANDOM HOUSE US
Year first published: 29 Jun 1999
Pages: 256
Format: Paperback / softback
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," i>Business Week/i> 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.br>br>In b>What Were They Thinking?/b>, McMath shows you how to avoid such mistakes, with more that eighty marketing lessons he's learnedfrom his long experience with clods and clunkers.As i>People/i> magazine put it "McMath knows his goods--and his uglies, too"--and here he shows you how to-br>br>Steer clear of the number one killer of new products(page 129)br>br>Develop a marketing campaign based on a "Significant Point of Difference"(page 183)br>br>Take advantage of eight"Hot Buttons for Success in the Millennium"(page 101) br>br>Keep out of the "Buy-This-If-You're-a-Loser School of Marketing"(page 28)br>br>Combat "Corporate Alzheimer's"(page 4)br>br>and much more !
ISBN: 9780812932034
Publisher: RANDOM HOUSE US
Year first published: 29 Jun 1999
Pages: 256
Format: Paperback / softback
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," i>Business Week/i> 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.br>br>In b>What Were They Thinking?/b>, McMath shows you how to avoid such mistakes, with more that eighty marketing lessons he's learnedfrom his long experience with clods and clunkers.As i>People/i> magazine put it "McMath knows his goods--and his uglies, too"--and here he shows you how to-br>br>Steer clear of the number one killer of new products(page 129)br>br>Develop a marketing campaign based on a "Significant Point of Difference"(page 183)br>br>Take advantage of eight"Hot Buttons for Success in the Millennium"(page 101) br>br>Keep out of the "Buy-This-If-You're-a-Loser School of Marketing"(page 28)br>br>Combat "Corporate Alzheimer's"(page 4)br>br>and much more !
