{"product_id":"9780307793645","title":"What Were They Thinking?: Marketing Lessons You Can Learn from Products That Flopped","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.\u003cbr\u003e\u003cbr\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:\u003cbr\u003e\u003cbr\u003e  Steer clear of the number one killer of new products  (page 129)\u003cbr\u003e\u003cbr\u003e  Develop a marketing campaign based on a \"Significant Point of Difference\"  (page 183)\u003cbr\u003e\u003cbr\u003e  Take advantage of eight  \"Hot Buttons for Success in the Millennium\"  (page 101) \u003cbr\u003e\u003cbr\u003e  Keep out of the \"Buy-This-If-You're-a-Loser School of Marketing\"  (page 28)\u003cbr\u003e\u003cbr\u003e  Combat \"Corporate Alzheimer's\"  (page 4)\u003cbr\u003e\u003cbr\u003eand much more !","brand":"Crown Publishing Group","offers":[{"title":"Default Title","offer_id":46548164444401,"sku":"9780307793645","price":14.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0674\/5433\/7265\/files\/9780307793645_p0.jpg?v=1765408199","url":"https:\/\/shop.barnesandnoble.com\/products\/9780307793645","provider":"Barnes \u0026 Noble","version":"1.0","type":"link"}