Getting it Right the Second Time: How American Ingenuity Transformed Forty-nine Marketing Failures Into Some of Our Most Successful Products

Introduces the concept of "re-marketing" to explain the dramatic transformations of Timex, 7-UP and 46 other initial marketing failures into some of the best known brands and products.

Anyone interested in marketing new or old products will gain insight from some, if not all, of Gershman's case-study examples of marketing failures-turned-successes. Almost 50 famous products, including Jello, Post-it Notes, and Timex watches, were abject failures when first introduced, but after "remarketing" they all went on to become very big. It is estimated that 93 out of 100 new food products fail. Does the ingenuity, enthusiasm, and determination of their creators make the difference? Each of the 12 chapters highlights a valuable marketing lesson, such as "Don't Quit," "Don't Price It Wrong," and "Don't Skimp on Promotion." Don't miss these fascinating believe-it-or-not business anecdotes. For public library business collections.
- Susan Awe, Natrona County P.L., Casper, Wy.
Copyright 1990 Reed Business Information, Inc.