Gershman, Michael,  <br/><br/>
Getting it right the second time :  how American ingenuity transformed forty-nine marketing failures into some of our most successful products / 
by Michael Gershman 
 - Massachusetts :  Addison-wesley Publishing Company,  1990 
 - xviii, 270 pages ;  24 cm 
<br/><br/>Includes bibliographical references  
<br/><br/><label>ISBN: </label>9780201550825 (hardback) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products --Marketing --Case studies--United States <br/>Consumer goods --Marketing --Case studies--United States 
<br/><br/><label>LC Class. No.: </label>HF5415 G47