Publisher's Synopsis
For some of the world's leading products and brands, this has been the key to success. It is hard to believe that Pepsi-Cola went bankrupt three times - that Marlboro, now the world's leading cigarette brand, barely survived when it was launched as a women's cigarette with a red filter tip or that the initial launch of the Timex watch brand was a complete failure.;Getting It Right The Second Time describes these and forty-six other products and brands that were transformed from failure to monumental success because of the ingenuity, enthusiasm and determination (some would say pigheadedness) of their creators and owners.;By expanding the standard 'four P's of marketing (Product, Place, Price and Promotion) to twelve - Pitch, Packaging, Piggybacking and Perseverance among them - Michael Gershman offers marketers a way to discover not only what is wrong with a product but also what to do about it.;This book is full of entertaining anecdotes, hands-on inspiration and the wisdom of some of the great marketing wizards of the century. It is a fountain of proven ideas and lessons that can be applied to virtually any business. Michael Gershman, a former public relations executive specialising in the entertainment field, is the author of several books, including Smarter Barter and Big Brother Books of Lists.
