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As People magazine put it \"McMath knows his goods--and his uglies, too\"--and here he shows you how to: Steer clear of the number one killer of new products (page 129) Develop a marketing campaign based on a \"Significant Point of Difference\" (page 183) Take advantage of eight \"Hot Buttons for Success in the Millennium\" (page 101) Keep out of the \"Buy-This-If-You're-a-Loser School of Marketing\" (page 28) Combat \"Corporate Alzheimer's\" (page 4) and much more !","forthcoming":false,"isbn13":"9780812932034","publication_date":"19990629","publisher":"Crown","slug":"what-were-they-thinking","subtitle":"Marketing Lessons You Can Learn From Products That Flopped","title":"What Were They Thinking?"},"discovery":{"categories":{"all":[{"bisac_code":"BUS043060","confidence_band":"medium","label":"Marketing Research","score":0.8119,"source":"bisac_hint_model"},{"bisac_code":"BUS043020","confidence_band":"medium","label":"B2B 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