What Were They Thinking? Marketing Lessons You Can Learn from Products That Flopped

ISBN-10: 081293203X
ISBN-13: 9780812932034
Edition: 2000
List price: $19.00 Buy it from $3.00
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Description: For 30 years, McMath has been assembling a treasure trove of new product sizzlers and fizzlers. By recognising others' mistakes, anyone involved in bringing a new product into the marketplace will have a greater chance of success.

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Book details

List price: $19.00
Copyright year: 2000
Publisher: Crown Publishing Group
Publication date: 6/29/1999
Binding: Paperback
Pages: 256
Size: 5.75" wide x 8.25" long x 0.75" tall
Weight: 0.484
Language: English

For 30 years, McMath has been assembling a treasure trove of new product sizzlers and fizzlers. By recognising others' mistakes, anyone involved in bringing a new product into the marketplace will have a greater chance of success.

Introduction
Abracadabra
Alzheimer's, Corporate
Advertising Agencies
Advertising 101
At What Profit?
Benefits, Not Features
Besmirching Your Good Name
Boom, Boom, Boom
Buy-This-If-You're-a-Loser School of Marketing
Chord of Familiarity
Communicate Clearly
Convenience: Hot Button #1 for the Millennium
Culture Shock
Concentrating Too Much
Deskfast: A Lesson in Profiting from Change
Doing Your Homework
Don't Dawdle
Dozen Presumptions Guaranteed to Help You Flop, A
Dozen Tips for Trade Shows, A
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
Fooling with 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
Go with the Flow
Greasy, Gloppy, and Glorious
Gulp!
Honest Failure
Hot Buttons for Success in the Millennium
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
Jumping on the Trend Wagon
Kid Stuff
Killer Clerks
Loyalty: Your Only Equity
Low Expectations
Let Sleeping Dogs Die
Me-Too Madness
Nutrition: Hot Button #5 for the Millennium
Nix on Negatives
Neatness Counts
Oops
Once Upon a Time
Online Shopping
Office Politics
Picket Fences
Packaging: Hot Button #6 for the Millennium
Proof of the Pudding Is in the Eating, The
Premeasured Products Don't Measure Up
Question: Who Are Our Target Customers?
Running Hot and Cold
Royal Blushes
Ratatouille to You, Too, Pal
Rebates Don't Pay
Saving the Rain Forest (and Other Causes du Jour)
Schemes, Stunts, and Machinations
Significant Point of Difference
Size: Hot Button #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?
Thou Shalt Not Deceive
Technology for the Sake of Technology
What's in a Name?
White Hats and Warm, Fuzzy Feelings
Why Do We?
Worthless Points of Difference
Who's the Enemy?
X Should Mark the Spot
Yeah, but Where's the Business?
Youth: Hot Button #8 for the Millennium
Zag When Everybody Else Is Zigging
Zeitgeists and the New York Minute
Index

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