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Book Cover
Author Rovell, Darren, 1978-

Title First in thirst : how Gatorade turned the science of sweat into a cultural phenomenon / Darren Rovell
Published New York : American Management Association, 2005


Location Call no. Vol. Availability
 MELB  381.4564126 Rov/Fit  AVAILABLE
Description x, 243 pages : illustrations ; 24 cm
Contents Ch. 1. Sweat in a bottle -- Ch. 2. The mystique is born -- Ch. 3. From field to shelves -- Ch. 4. Wrestling over Gatorade -- Ch. 5. The "tipping" point -- Ch. 6. "Be like Mike" -- Ch. 7. "We're going to war" -- Ch. 8. The Gatorade rules -- Ch. 9. Gatorade critics
Summary "The book identifies the nine "Gatorade Rules," business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share." "Long before America knew what "deep-down body thirst" was, a team of university scientists had already invented something to quench it. First in Thirst is the story of the product and the company, and of America's fascination with the one and only Gatorade."--BOOK JACKET
Notes Includes index
Bibliography Includes bibliographical references, pages [231]-238
Subject Gatorade (Firm)
Beverage industry -- United States.
LC no. 2005013242
ISBN 0814472990