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

by ,

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.

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Edition

ISBN:

1591840546

/ ISBN-13:

9781591840541

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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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