Donald Wayne Hendon est une autorité reconnue en marketing, gestion, négociation et commerce international. Sa vaste expérience comprend la tenue de milliers de séminaires et la consultation pour des centaines d'entreprises mondiales de premier plan. Hendon se concentre sur la fourniture de stratégies pratiques et influentes qui permettent aux individus et aux organisations d'atteindre le succès. Son travail est apprécié pour sa profondeur et son applicabilité dans des environnements commerciaux dynamiques.
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.