The Turnaround Prescription

Goldston earned a formidable reputation in the world of marketing from his success in revitalizing ailing brands at Revlon fragrance, and his ability to launch new winning products at Faberge and Reebok. Here he sets out the techniques he employed to achieve his success. Goldston argues that to revitalize an ailing company, it is neccessary to re-assess not just the individual brands, but also the whole outlook and profile of the company itself. By establishing a pioneering environment at all levels of the operation, a fertile source of new ideas can be generated. He goes on to describe in detail the "corporate capabilites matrix" which he used at Faberge and the "business building octagon" deployed at the Coca-Cola Company. Finally, Goldston provides managers with a host of techniques for assessing performance and making profitable changes.