Getting it Right the Second Time

This unusual marketing guide looks at forty-seven highly successful remarketing campaigns which have relaunched 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 Marlboro – all brands whose initial launch was a disastrous flop, but look where they are today …. 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 to prospective acquirers looking for turnaround opportunities.