00641pamaa2200157 4500 0000033401 20060619090000.0 0201550822 658.8 GER HF5415 GER 1990 GERSHMAN Getting it right the second time : how American ingenuity transformed forty-nine marketing failures into some of our most successful products Michael Gershman. Massachusetts: Addison-Wesley, 1990. xviii, 270p.; 24cm. Consumer goods -- Case studies -- Marketing -- Unites States Brand name products -- Case studies -- Marketing -- United States