{"product_id":"9780812932034","title":"What Were They Thinking?: Marketing Lessons You Can Learn from Products That Flopped","description":"\u003ctable\u003e\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eAuthor\/Contributor(s):\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eMcMath, Robert\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003ePublisher:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003eCrown Currency\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eDate:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003e6\/29\/1999\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eBinding:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003ePaperback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eCondition:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eNEW\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\u003c\/table\u003eThose ignorant of the mistakes of the past are bound to lose a lot of money.  That's why Bob McMath founded the New Products Showcase and Learning Center--a \"Smithsonian for Stinkers,\" \u003ci\u003eBusiness Week\u003c\/i\u003e dubbed it.  There, executives from top corporations pay huge amounts of money to rummage through some 80,000 products gone awry.  Their mission: to avoid the misguided, expensive, and occasionally ludicrous mistakes that trip up even top companies.\u003cbr\u003e\u003cbr\u003eIn \u003cb\u003eWhat Were They Thinking?\u003c\/b\u003e, McMath shows you how to avoid such mistakes, with more that eighty marketing lessons he's learned  from his long experience with clods and clunkers.  As \u003ci\u003ePeople\u003c\/i\u003e magazine put it \"McMath knows his goods--and his uglies, too\"--and here he shows you how to:\u003cbr\u003e\u003cbr\u003e  Steer clear of the number one killer of new products  (page 129)\u003cbr\u003e\u003cbr\u003e  Develop a marketing campaign based on a \"Significant Point of Difference\"  (page 183)\u003cbr\u003e\u003cbr\u003e  Take advantage of eight  \"Hot Buttons for Success in the Millennium\"  (page 101) \u003cbr\u003e\u003cbr\u003e  Keep out of the \"Buy-This-If-You're-a-Loser School of Marketing\"  (page 28)\u003cbr\u003e\u003cbr\u003e  Combat \"Corporate Alzheimer's\"  (page 4)\u003cbr\u003e\u003cbr\u003eand much more !","brand":"Crown Currency","offers":[{"title":"Default Title","offer_id":44214318366975,"sku":"9780812932034","price":19.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0452\/0886\/2873\/files\/9780812932034_s600x595.jpg?v=1775590014","url":"https:\/\/massivebookshop.com\/de\/products\/9780812932034","provider":"MASSIVE BOOKSHOP","version":"1.0","type":"link"}