Donald Wayne Hendon ist eine anerkannte Autorität in den Bereichen Marketing, Management, Verhandlung und internationales Geschäft. Seine umfassende Erfahrung umfasst die Leitung tausender Seminare und die Beratung Hunderter renommierter globaler Unternehmen. Hendon konzentriert sich auf die Bereitstellung praktischer und einflussreicher Strategien, die Einzelpersonen und Organisationen befähigen, erfolgreich zu sein. Seine Arbeit wird für ihre Tiefe und Anwendbarkeit in dynamischen Geschäftsumgebungen geschätzt.
A major addition to the best-selling Guerrilla Marketing series. Focuses on winning big when dealing with big dogs and other guerrillas. 100 very unique and extremely powerful deal-making weapons plus 265 more. And 400 counter-weapons to overcome each and every maneuver you encounter. Read it--you'll discover such unusual techniques as the swarming ambush and the rule of three. You'll stop losing. You'll become a consistent winner.
How many of these soft drinks are still around? Hagar-the-Horrible Cola, Nutrimato, Panda Punch, Sudden Soda, and Yabba Dabba Dew? None. That's because they all failed. And everyone remembers such mammoth marketing mistakes as Coca-Cola's replacement of its market leader with the "New Coke," or Chevrolet's introduction of its Nova automobile into Latin American markets, where in Spanish "no va" means "doesn't go." This book documents numerous examples of marketing disasters like these, focusing on common error patterns and explaining how to avoid them. Highlighting both top brands and lesser known products and services, this book pulls examples from large and small companies, local, national, and international campaigns, consumer and industrial marketers, and profit-making and not-for-profit organizations. From mistakes in new product launches, pricing, and packaging to unlucky choices in advertising and sales strategies, this book helps marketers learn from the bad experiences of others--and avoid costly, damaging decisions of their own.