TY  - BOOK
AU  - Gershman,Michael
TI  - Getting it right the second time: how American ingenuity transformed forty-nine marketing failures into some of our most successful products 
AV  - 658.800973 G323 1990
PY  - 1990///
CY  - Reading, Mass
PB  - Addison-Wesley
N1  - Includes bibliographical references
ER  -