Those ignorant of the mistakes of the past are bound to lose a lot of money.That's why Bob McMath founded the New Products Showcase and Learning Center--a "Smithsonian for Stinkers," Business Week dubbed it.There, executives from top corporations pay huge amounts of money to rummage through some 80,000 products gone awry.Their mission: to avoid the misguided, expensive, and occasionally ludicrous mistakes that trip up even top companies.
In What Were They Thinking?, McMath shows you how to avoid such mistakes, with more that eighty marketing lessons he's learnedfrom his long...