Title Getting it right the second time : how American ingenuity transformed forty-nine marketing failures into some of our most successful products / Michael Gershman

Published Reading, Mass. : Addison-Wesley Pub. Co., [1990] ©1990

Copies

Location	Call no.	Vol.	Availability
MELB	658.800973 Ger/Gir		AVAILABLE

Description xviii, 270 pages ; 25 cm Notes Includes index Bibliography Bibliography: pages 257-262 Subject Marketing -- United States -- Case studies. Marketing -- United States -- Management -- Case studies. Branding (Marketing) -- United States -- Case studies. Genre/Form Case studies. LC no. 90035428 ISBN 0201550822

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