Getting It Right The Second Time

This unusual marketing guide looks at forty-seven highly successful re-marketing campaigns which re-launched failed products into world-leading brands. Examples include many household names such as Pepsi-Cola, which went bankrupt three times before getting it right, Timex, Kleenex and Malboro—all brands whose initial launch was a disastrous flop, but today are enviable multinational successes. Gershman shows how the strategies applied in these high-profile examples can be successfully applied in any business situation. The book will be an invaluable guide for businesses seeking to rescue failed or unsatisfactory product launches, and for prospective acquirers looking for turnaround opportunities.