Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.

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Bibliographic Details

Title: What Were They Thinking? : Marketing Lessons You Can Learn from Products That Flopped
Publisher: Crown Publishing Group, The
Publication Date: 1998
Language: English
ISBN 10: 0812929500
ISBN 13: 9780812929508
Binding: Hardcover
Edition: 1st.
Condition: Very Good
Weight: 0.904 pounds

About this title

Synopsis

In an alphabetical format, an advisor to several major companies offers pithy, funny lessons of good marketing gleaned from such spectacular, costly product failures as rabbit jerky, Crystal Pepsi, and Crackerjack breakfast cereal. 25,000 first printing. Tour.

Reviews

YA-McMath has packed such a terrific amount of information into this small, easily read book that it could serve as a marketing text, although it is not organized or written as such. In fact, it is arranged alphabetically by subject headings, such as, for the letter G, "Go with the Flow," "Greasy, Gloppy and Glorious," and "Gulp!" (Sound like an adman's vocabulary?) The goofy arrangement is useless to researchers; its apparent intent is to organize somehow the broad array of business savvy the author has accumulated over the years. However, if every company with a new product to market had welcomed the honest advice McMath offers, some of the many failures he discusses might not have happened. He does note that the cost of bringing products to market makes it difficult for entrepreneurs to compete with large companies. Just the few pages on the inner workings of supermarket product "positioning" is invaluable in explaining what reaches the shelf and why. A good index saves the day for report writers. Useful not only for marketing and psychology students, but also for those studying market manipulation by advertisers.
Judy McAloon, Potomac Library, Prince William County, VA
Copyright 1998 Reed Business Information, Inc.

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