TY  - BOOK
AU  - Gershman, Michael.
TI  - Getting it right the second time: how American ingenuity transformed forty-nine marketing failures into some of our most successful products 
SN  - 817436238X :
PY  - 2000///
CY  - New Delhi.
PB  - Roli Books.
KW  - Marketing
KW  - Case studies
KW  - United States
KW  - Brand name products
KW  -  Marketing
N1  - Includes index
ER  -