TY  - BOOK
AU  - Gershman,Michael
TI  - Getting it right the second time: how American ingenuity transformed forty-nine marketing failures into some of our most successful products 
SN  - 0201550822 (hbk.)
AV  - HF5415 .G47 1990
U1  - 658.800973 21
PY  - 1990///
CY  - Reading, Mass.
PB  - Addison-Wesley Pub. Co.
KW  - Marketing
KW  - United States
KW  - Case studies
KW  - Brand name products
N1  - Includes bibliographical references (p. 257-262) and index
ER  -