Why products flop: The 10 deadly sins of marketing

BOOK TIP In the book "Why products flop", authors Tina Müller and Hans-Willi Schroiff show why certain products are doomed to fail. getAbstract recommends the book especially to newcomers to marketing.Marketing professional Tina Müller and market researcher Hans-Willi Schroiff list the ten worst mistakes that can happen when developing and launching new products. From product concept to market placement and subsequent brand management, they cover all phases of a marketing project.The examples are impressive and the proposed solutions comprehensible. While reading, one senses that both authors have practical experience. Unfortunately, there is also no hiding the fact that they have spent many years in the advertising industry and that the sometimes somewhat intrusive communication style that prevails there is second nature to them. getAbstract recommends the book above all to marketing newcomers who are looking for helpful tips and advice from old hands.getAbstract rating: 7Feasibility: 8Degree of innovation: 7Style: 7Publisher: HaufePublication date: 2013Pages: 235ISBN: 978-3648041208---------------------------This book was published by getAbstract getAbstract presents summaries of outstanding business books via the Internet. Its mission is to provide managers and executives worldwide with high-caliber, up-to-date business information.