Description
Life Savers were once the laughingstock of the candy industry; Wisk was just another liquid detergent before "ring around the collar"; 7-Up was a failed tummy-tamer for babies before becoming the "UnCola." GETTING IT RIGHT THE SECOND TIME introduces the concept of "remarketing" to explain the dramatic transformations of these and forty-six other marketing failures into some of our best-known brands and products. Full of entertaining anecdotes, hands-on inspiration, and the wisdom of some of the great marketing wizards of the century, GETTING IT RIGHT THE SECOND TIME presents strategies for getting it right despite the odds - with an essential marketing lesson highlighting each one of its quintessentially American success stories. ISBN:9780201567557
