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  - 9780201550825 (hardback)
AV  - HF5415 G47 
PY  - 1990///
CY  - Massachusetts
PB  - Addison-wesley Publishing Company
KW  - Brand name products
KW  - United States
KW  - Marketing
KW  - Case studies
KW  - Consumer goods
N1  - Includes bibliographical references
ER  -