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CHASING COOL: STANDING OUT IN TODAY'S CLUTTERED MARKETPLACE by KERNER, NOAH (Hardcover - 2007)
ISBN: 9780743497091
Subject: BUSINESS & FINANCE
Publisher: ATRIA BOOKS USA

Cool isn’t just a state of mind, a celebrity fad, or an American obsession – it’s a business. In boardrooms across America, product managers are examining vodka bottles and candy bars, tissue boxes and hamburgers, wondering how so we make this thing cool? How do we make this gadget into the iPod of our industry? How do we do what Nike did? How do we get what Target got? How do we infuse this product with that very desirable, nearly unattainable it factor?
   
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