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It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Haig organizes these 100 ""failures"" into ten types which include classic failures (e.g., New Coke), idea failures (e.g., R.J.Reynolds' smokeless cigarettes), extension failures (e.g. Harley Davidson perfume), culture failures (e.g., Kellogs in India), and technology failures (e.g., Pets.com).
Nákup knihy
Brand Failures, Matt Haig
- Jazyk
- Rok vydání
- 2005
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Platební metody
Navrhnout úpravu
- Titul
- Brand Failures
- Jazyk
- anglicky
- Autoři
- Matt Haig
- Vydavatel
- Kogan Page Publishers
- Vydavatel
- 2005
- ISBN10
- 0749444339
- ISBN13
- 9780749444334
- Kategorie
- Marketing a PR
- Anotace
- It's not just smaller, lesser-known companies that have launched dud brands. On the contrary, most of the world's global giants have launched new products that have flopped - spectacularly and at great cost. Haig organizes these 100 ""failures"" into ten types which include classic failures (e.g., New Coke), idea failures (e.g., R.J.Reynolds' smokeless cigarettes), extension failures (e.g. Harley Davidson perfume), culture failures (e.g., Kellogs in India), and technology failures (e.g., Pets.com).