Getting It Right The Second Time

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Getting It Right The Second Time
This unusual marketing guide looks at forty-seven highly successful remarketing campaigns that have relaunched failed products into world-leading brands. Examples include many household names such as Pepsi-Cola, which went bankrupt three times before getting it right, Timex; Kleenex and Marlboro - all brands whose initial launch was a disastrous flop, but look where they are today . Gershman shows how the strategies applied in these high-profile examples can be successfully applied in any business situation. The book will be an invaluable guide for businesses seeking to rescue failed or unsatisfactory product launches - and to prospective acquirers looking for turnaround opportunities.
About the Author
Michael Gershman, the author, is a former public relations executive specializing in the entertainment field. He is a frequent contributor to Management Review and the author of several management books.
TitleGetting It Right The Second Time
Author NameMichael Gershman
PublisherRoli Books Pvt. Ltd.
Publication Year2002
Total No. of Pages240
Weight0.25 KGS
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  • Language: English
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