{"product_id":"what-were-they-thinking-robert-mcmath-9780812932034","title":"What Were They Thinking?","description":"Those 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. \u003cp\u003e\u003c\/p\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: \u003cp\u003e\u003c\/p\u003e Steer clear of the number one killer of new products (page 129) \u003cp\u003e\u003c\/p\u003e Develop a marketing campaign based on a \"Significant Point of Difference\" (page 183) \u003cp\u003e\u003c\/p\u003e Take advantage of eight \"Hot Buttons for Success in the Millennium\" (page 101) \u003cp\u003e\u003c\/p\u003e Keep out of the \"Buy-This-If-You're-a-Loser School of Marketing\" (page 28) \u003cp\u003e\u003c\/p\u003e Combat \"Corporate Alzheimer's\" (page 4) \u003cp\u003e\u003c\/p\u003eand much more\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Robert McMath\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 081293203X\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780812932034\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Crown Publishing Group (NY)\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 06\/29\/1999\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 256\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.75lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.40h x 5.50w x 0.70d\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eIngram Advance\u003c\/i\u003e 07\/01\/1999 pg. 18","brand":"Robert McMath","offers":[{"title":"Paperback","offer_id":46880931447039,"sku":"9780812932034","price":19.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_1acb2b7f-8fed-4a27-a271-63a71e200d9b.jpg?v=1747970155","url":"https:\/\/www.whiterainbookhouse.com\/products\/what-were-they-thinking-robert-mcmath-9780812932034","provider":"WR Book House","version":"1.0","type":"link"}