The editors, one president of Furst Survey Research Center and the other vice-president of Benton & Bowles, began this book...

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BUSINESS DECISIONS THAT CHANGED OUR LIVES

The editors, one president of Furst Survey Research Center and the other vice-president of Benton & Bowles, began this book to demonstrate the usefulness of market research in business decision-making. They soon discovered to their ""professional hagrin"" that market research plays only a small part in commercial innovation. Thus their viewpoint shifted to the ""changing consumer."" They have collected 17 stories as told by men directly involved in some resoundingly successful enterprise or other: the origin of the supermarket; the creation of the Blue Cross; Eastman Kodak; Talon ippers; cake mixes; tubeless tires; baby foods; trading stamps; etc., etc. Necessarily variable in handling, but men, particularly those who enjoyed the Fortune magazine Stories of Business Success, will find them of incentive-interest value. (A cumbersome title?)

Pub Date: June 12, 1964

ISBN: N/A

Page Count: -

Publisher: Random House

Review Posted Online: N/A

Kirkus Reviews Issue: June 1, 1964