First in Thirst: How Gatorade Turned the Science of Sweat Into a Cultural Pheno
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Located in: Frederick, Maryland, United States
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Estimated between Fri, 31 May and Mon, 3 Jun to 43230
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eBay item number:355523284095
Item specifics
- Condition
- ISBN
- 9780814410950
About this product
Product Information
"Remember the Cola Wars, with Coke and Pepsi battling it out year after year for supremacy in the soft drink market? Or what about the Burger Wars, the legendary slugfests between McDonald's and Burger King? Then of course, there were the Sports Drink Wars. If you blinked, you might have missed them, because Gatorade has swiftly and decisively fended off every would-be rival. Although a few other brands hold slim market shares, the fact is that Gatorade single-handedly created the sports drink industry 40 years ago and has absolutely ruled it ever since. But Gatorade is more than just a triumph of branding. First, it's a trusted product that has been scientifically proven to do what it claims to do. Second, Gatorade is an enthralling story, brought to life in bright color and sharp detail in First in Thirst. Author Darren Rovell, a skilled, objective, and passionate journalist, chronicles every astonishing milestone of the company's history. With unprecedented access to the inventors, the marketers, the analysts and observers, and key company figures past and present, Rovell recounts the sweat-drenched University of Florida football practices, the first (unpalatable) prototypes, and the commercial and financial interest that quickly took hold following the drink's first on-field successes. Then came the advertising, sponsorships, product placements (many of them fortuitous), and finally the two milestones that cemented Gatorade's iconic status once and for all -- the ubiquitous Gatorade bath and the Michael Jordan ""Be Like Mike"" endorsement deal. With refreshing candor, First in Thirst also offers an inside look at the negotiations, battles, lawsuits, mergers and acquisitions, product strategies, lucky breaks, and even the missteps (there have not been many) that have attended Gatorade's reign as the 800-pound gorilla of the sports-drink scene. Rovell places the reader inside labs and brainstorming sessions, at board meetings and ad shoots, on the sidelines and in the dugouts, even in the winner's circle at NASCAR events -- where Gatorade manages maximum exposure even at tracks whose official sponsors include chief rival POWERade. The book identifies the nine Gatorade Rules, business principles that have helped Gatorade become one of the most dominant brands ever. By adhering to these principles, businesses in other industries may achieve greater brand recognition and market share. Long before America knew what ""deep-down body thirst"" was, a team of university scientists had already invented something to quench it. First in Thirst is the story of the product and the company, and of America's fascination with the one and only Gatorade."
Product Identifiers
Publisher
Amacom
ISBN-10
0814410952
ISBN-13
9780814410950
eBay Product ID (ePID)
64176694
Product Key Features
Book Title
First in Thirst : How Gatorade Turned the Science of Sweat Into a Cultural Phenomenon
Format
Perfect
Language
English
Topic
Leadership, Industries / General, Industries / Food Industry, Management, Corporate & Business History
Publication Year
2005
Genre
Business & Economics
Number of Pages
256 Pages
Dimensions
Item Length
9in
Item Height
0.5in
Item Width
6in
Item Weight
10.6 Oz
Additional Product Features
Number of Volumes
1 Vol.
Edition Description
Special
Reviews
"Selected as one of Soundview Executive Book Summaries's the ""30 Best Business Books"" of the year.Publishers Weekly: ""...an account wide in scope, rich in details and sufficiently varied to keep the pages turning.""Beverage Digest: ""[A] new book by ESPN business reporter Darren Rovell provides fascinating insights into original development -- and sale -- of Gatorade.""Yahoo! Sports: ""[A] fascinating new book.[Author] Rovell does an excellent job keeping a business story moving by interweaving plenty of sports and bigger picture ideas into First in Thirst. There is enough here for the businessperson, the sports fan and anyone who loves a story about how one small, simple idea could become so big.""Dallas Morning News, Steve Powers, nationally syndicated columnist: ""It's a lively book rich in detail.""Business Ledger (Oak Brook, IL): ""...an engrossing read...the book is captivating.""BrandChannel.com: ""A good read about a product's ups and downs for those into sports, business, or supposed hangover cures.""Mississippi Business Journal: ""...a fascinating business story.""Detroit Free Press: ""He [Rovell] writes a fascinating chronicle of how Gatorade's superb marketing overcame obstacles.""", "Selected as one of Soundview Executive Book Summaries's the ""30 Best Business Books"" of the year. Publishers Weekly: ""...an account wide in scope, rich in details and sufficiently varied to keep the pages turning."" Beverage Digest: ""[A] new book by ESPN business reporter Darren Rovell provides fascinating insights into original development -- and sale -- of Gatorade."" Yahoo! Sports: ""[A] fascinating new book.[Author] Rovell does an excellent job keeping a business story moving by interweaving plenty of sports and bigger picture ideas into First in Thirst. There is enough here for the businessperson, the sports fan and anyone who loves a story about how one small, simple idea could become so big."" Dallas Morning News, Steve Powers, nationally syndicated columnist: ""It's a lively book rich in detail."" Business Ledger (Oak Brook, IL): ""...an engrossing read...the book is captivating."" BrandChannel.com: ""A good read about a product's ups and downs for those into sports, business, or supposed hangover cures."" Mississippi Business Journal: ""...a fascinating business story."" Detroit Free Press: ""He [Rovell] writes a fascinating chronicle of how Gatorade's superb marketing overcame obstacles."""
Target Audience
Trade
Dewey Decimal
381/.4564126
Dewey Edition
22
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eBay item number:355523284095
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Frederick, Maryland, United States
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| Postage and handling | To | Service | Delivery*See Delivery notes |
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