Renovate Before You Innovate: Why Doing the New Thing Might Not Be the Right Thing

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Renovate Before You Innovate: Why Doing the New Thing Might Not Be the Right Thing - Zyman, Sergio, and Brott, Armin A

Zyman--the chief marketing officer at Coca-Cola during the disastrous launch of New Coke--explains the tools managers need to revitalize their marketing strategies and recapture the essence of existing brands, products, and core competencies in order to improve their growth rates.

Renovate Before You Innovate: Why Doing the New Thing Might Not Be the Right Thing 2004, Portfolio, New York, NY

ISBN-13: 9781591840541

Hardcover

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