Search Results       Your search for [author]Gershman, Michael. returned 1 record.           Getting it right the second time : how American ingenuity transformed forty-nine marketing failures into some of our most successful products. by Gershman, Michael.; Reading, Mass.: Addison-Wesley Pub., 1990. Subject: Marketing -- United States -- Case studies; Brand name products -- United States -- Marketing -- Case studies.          Add to Book Cart Relevance: 16.49%