Getting it Right the Second Time

For some of the world's leading products and brands, this has been the key to success. It is hard to believe that Pepsi-Cola went bankrupt three times - that Marlboro, now the world's leading cigarette brand, barely survived when it was launched as a women's cigarette with a red filter tip or that the initial launch of the Timex watch brand was a complete failure. Getting It Right The Second Time describes these and forty-six other products and brands that were transformed from failure to monumental success because of the ingenuity, enthusiasm and determination (some would say pigheadedness) of their creators and owners. By expanding the standard 'four P's of marketing (Product, Place, Price and Promotion) to twelve - Pitch, Packaging, Piggybacking and Perseverance among them - Michael Gershman offers marketers a way to discover not only what is wrong with a product but also what to do about it. This book is full of entertaining anecdotes, hands-on inspiration and the wisdom of some of the great marketing wizards of the century. It is a fountain of proven ideas and lessons that can be applied to virtually any business.
Michael Gershman, a former public relations executive specialising in the entertainment field, is the author of several books, including Smarter Barter and Big Brother Books of Lists.