Description
"This book is a lot of fun ... Haig wants to educate as well as to entertain, and at this he succeeds. ... Anyone with a professional interest or involvement in brand management should read this book." -- Anthony Di Benedetto, Professor of Marketing, Temple University in Journal of Consumer Marketing
Read More
The premise of this entertaining and revealing volume is that lessons may be learned from the mistakes of others, particularly when these mistakes are large and expensive. In telling the stories of the 100 failures, Haig highlights the circumstances that led the company to follow the course that led to brands that include the New Coke, the Ford Edsel, and Earring Magic Ken. Distributed in the US by Stylus Publishing. Annotation (c) Book News, Inc., Portland, OR (booknews.com)
Read Less