The Dumbest Moments in Business History: Useless Products, Ruinous Deals, Cluele

商家名称	信用等级	购买信息	订购本书
		The Dumbest Moments in Business History: Useless Products, Ruinous Deals, Cluele
		The Dumbest Moments in Business History: Useless Products, Ruinous Deals, Cluele

基本信息·出版社：Portfolio
·页码：176 页
·出版日期：2004年01月
·ISBN：159184035X
·条形码：9781591840350
·版本：2004-01-29
·装帧：精装
·开本：20开 Pages Per Sheet
·外文书名：覆辙勿蹈: 商业运作中的愚蠢案例

内容简介 Book Description
Business 2.0 magazine publishes an annual cover story called "The 101 Dumbest Moments in Business." Featuring 101 hilarious items about the year’s most unbelievably stupid business blunders, it’s hugely popular with its more than half a million print subscribers—and with the two million people who read it on the Web this year. In The Dumbest Moments in Business History, the editors of Business 2.0 have compiled the best of their first four annual issues plus great (or not so great, if you happen to be responsible) moments from the past.

From New Coke to the Edsel, from Rosie magazine to Burger King’s "Herb the Nerd," the book’s highlights include:

? a Romanian car plant whose workers banded together to eliminate the company’s debt by donating sperm and giving the proceeds to their employer
? the Heidelberg Electric Belt, a sort of low-voltage jockstrap sold in 1900 to cure impotence, kidney disorders, insomnia, and many other complaints
? the time Beech-Nut sold "100% pure apple juice" that contained nary a drop of apple juice
? the Midas ad campaign featuring an elderly customer ripping open her blouse and showing her "mufflers" to the guys in the shop
? a London videogame maker that sought volunteers who would allow the company to place ads on the headstones of deceased relatives

Grouped by theme—bosses gone bad, criminally creative accounting, etc.—The Dumbest Moments in Business History is a fun and funny look at the big-time ways that big-time companies have screwed up through the decades.

Book Dimension
length: (cm)19.3 　　　 　　　　　 　　　　　 width:(cm)12.4
作者简介 Adam Horowitz is the executive editor of Business 2.0 magazine and a creator of "The 101 Dumbest Moments in Business."
媒体推荐 Zagula and Tong have produced an ingenious and persuasive book that really does break marketing strategies down. -- Financial Times, 11/11/04
专业书评 This engaging primer contends that all marketing campaigns can be boiled down to five basic strategies, a typology distilled from the authors? experience as marketing executives at Microsoft and as venture capitalists. The "plays," schematized with football diagrams, are: the "drag race," in which your product squares off against a single competitor in an attention-getting battle for market dominance; the "platform play" (Microsoft?s forté), in which your product becomes the essential infrastructure for an entire industry (á la Windows); the "stealth play," in which you go after markets ignored by larger competitors; the "best of both" play, in which your breakthrough product becomes all things to all men; and the "high-low" play, in which you pit both your deluxe high-end product line and your cheapo down-market line against a rival?s mediocre compromise offering. This illuminating conceptual framework is perhaps less important than the authors? lucid analyses of real-world marketing situations, drawn from case studies and from their own gaffes and triumphs in marketing Excel, MS Office and other software milestones in Microsoft?s march to monopoly. They throw in lots of practical tips on market research, managing a marketing team, finding the proper rhetorical formulas to use in a marketing brief and writing mesmerizing ad slogans that incorporate "the rule of paradox"?i.e. buy this and you can have your cake and eat it too. The authors? wealth of insights, presented in a breezy, down-to-earth style free of management-theory cant, will give marketing managers much useful food for thought.
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