"One smart cookie"
Subtitle: how a housewife's chocolate chip recipe turned into a multimillion-dollar business--the story of Mrs. Fields cookies
By: by Debbi Fields and Alan Furst.
Contributors: Furst, Alan.
Publisher: Simon and Schuster
Published: 1987
Place of publication: New York
Language: eng
Number of pages: 173
Subjects: Fields, Debbi.; Mrs. Fields Cookies (Firm); Businesswomen -- United States -- Biography.; Cookie industry -- United States.
Description: "The American Dream-1987. That's the true story of Debra Fields, who grew up in an East Oakland working-class neighborhood, where her dad was a worked as a welder, and went on to found Mrs. Fields Cookies, a multimillion-dollar company with over five hundred stores spread over the United States and five foreign countries. How did she do it? She never spent one penny on advertising. She based all her decisions on woman's intuition. She gave away cookies for free. She ignored the experts and the marketing studies ... Her philosophy of achievement can be summed up in two phrases: "Good enough never is", and " if you chase money you'll never catch it." This insistence on quality and excellence for its own sake cost her dearly- she laughed and cried her way to success, a ten-year odyssey that makes the story of Debi and the Mrs. Fields company a modern woman's adventure story."--Jacket.