First in Thirst
Subtitle: How Gatorade Turned the Science of Sweat into a Cultural Phenomenon
Publisher: AMACOM/American Management Association; American Management Association
Published: August 8, 2005
Language: eng
Format: Hardcover
Number of pages: 243
ISBN-13: 9780814472996
Subjects: Business & Management; Gatorade (Firm); Business/Economics; Business & Economics; Business / Economics / Finance; General; Commerce; Corporate & Business History - Strategies; Beverage industry; United States
First sentence: IN THE BASEMENT of the pharmacy wing of J. Hillis Miller Health Center, in a room with unfinished floors and protruding pipes, surrounded by piles and piles of canned foods saved for a possible atomic attack, an eccentric nephrologist and his colleagues were working at a feverish pace.
Description: "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."--Jacket.