Book — xiv, 224 p.,  p. of plates : ill ; 24 cm.
This work reveals the marketing secrets of the most successful companies in America. The authors researched nearly 100 top companies to discover their secrets of success. What they found was that real marketing had little to do with the rules and precepts of marketing theory. They found that these companies had one characteristic in common - adaptability. They see change as an ally, a force not to be feared, but welcomed and exploited. The book profiles more than 36 companies - showing how OshKosh, which for 80 years sold clothes to farmers, rapidly switched its market, so that kids clothing now constitutes 96% of their business; or how Rubbermaid learned to move a product from concept to store shelf in 20 weeks and has nine successes out of ten new product introductions - exposing their best and finest marketing techniques. Gene Walden is the author of "The 100 Best Stocks to Own in America", and the co-author of "Winning with your Stockbroker in Good Times and Bad". (source: Nielsen Book Data)
Drawing on extensive research and dozens of interviews with leading Wall Street analysts, Walden takes a hardheaded look at the market and offers scores of inside stories, historical anecdotes, and telling insights into corporate finances that bring the market's best buys into shaper focus. Completely new to this edition is comprehensive coverage of environmental concerns--which companies are responsive to the environment and what they are (or aren't) doing to improve. (source: Nielsen Book Data)