What Were They Thinking? : marketing lessons I've learned from over 80,000 new-product innovations and idiocies / Robert M. McMath and Thom Forbes.

Format:

Book

Author/Creator:

McMath, Robert M.

Forbes, Thom, author.

Contributor:

Chef Fritz Blank Culinary Archive and Library (University of Pennsylvania)

Culinary Collection (University of Pennsylvania)

Language:

English

Subjects (All):

New products--Marketing.

New products.

New products--Marketing--Case studies.

Genre:

Case studies.

Penn Provenance:

Blank, Fritz (donor)

Physical Description:

xvi, 240 pages : illustrations ; 22 cm

Edition:

First Edition

Distribution:

New York : Division of Random House, Inc.,

Place of Publication:

New York : Times Business, 1998.

Contents:

Introduction

A. Abracadabra ...; Alzheimer's, Corporate; Advertising Agencies; Advertising 101; At What Profit?

B. Benefits, Not Features; Besmirching Your Good Name; Boom, Boom, Boom; Buy-This-If-You're-a-Loser School of Marketing

C. Chord of Familiarity; Communicate Clearly; Convenience: Hot Button #1 for the Millennium; Culture Shock; Concentrating Too Much

D. Deskfast: A Lesson in Profiting from Change; Doing Your Homework; Don't Dawdle; Dozen Presumptions Guaranteed to Help You Flor, A; Dozen Tips for Trade Shows, A

E. Extraneous Extras; Environment: Hot Button #2 for the Millennium; Extensions: Why They're Good; Extensions: Why They're Bad; Ethnicity: Hot Button #3 for the Millennium

F. Fooling Your Cash Cow; Fight from a Position of Strength; Fun: Hot Button #4 for the Millennium; Fire in the Belly; Falsies; Failure is Opportunity; Futurists Bearing Prognostications

G. Go with the Flow; Greasy, Gloppy, and Glorious; Gulp!

H. Honest Failure; Hot Buttons for Success in the Millennium

I. Ice Cubes to Cocker Spaniels; Image, Even If It's Anti-Image, is Everything; If Only You Could Bottle ...; Is There a Market for Your Product?; I'm the Boss, That's Why

J. Jumping on the Trend Wagon

K. Kid Stuff; Killer Clerks

L. Loyalty: Your Only Equity; Low Expectations; Let Sleeping Dogs Die

M. Me-Too Madness - N. Nutrition: Hot Button #5 for the Millennium; Nix on Negatives; Neatness Counts.

(Continued) O. Oops ...; Once Upon a Time; Online Shopping; Office Politics

P. Picket Fences; Packaging: Hot Button #6 for the Millennium; Proof of the Pudding Is in the Eating, The; Premeasured Products Don't Measure Up

Q. Question: Who Are Our Target Customers?

R. Running Hot and Cold; Royal Blushes; Ratatouille to You, Too, Pal; Rebates Don't Pay

S. Saving the Rain Forest (and Other Causes du Jour; Schemes, Stunts and Machinations; Significant Point of Difference; Size: Hot Buttom #7 for the Millennium; Some Things Old Can Be New Again; Seer Suckers; Sugar Daddies; Swimming Against the Tide; Shock Value; Should I or Shouldn't I?

T. Thou Shalt Not Deceive; Technology for the Sake of Technology

W. What's in a Name?; White Hats and Warm, Fuzzy Feelings; Why Do We?; Worthless Points of Difference; Who's the Enemy

X. X Should Mark the Spot

Y. Yeah, but Where's the Business?; Youth: Hot Button #8 for the Millennium

Z. Zag When Everybody Else is Zigging; Zeitgeists and the New York Minute.

Notes:

Includes index.

Local Notes:

Kislak Center Chef Fritz Blank Culinary Archive and Library copy presented to the Penn Libraries by Fritz Blank in 2008.

Kislak copy has dust jacket retained.

ISBN:

0812929500

9780812929508

OCLC:

36877516