CMO Strategy: Need to Read, July 13, 2007

Bottled Water: Marketing Scam of the Century?

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In "Message in a Bottle," Fast Company writer Charles Fishman exposes the ugly underbelly of the environmentally unfriendly bottled-water industry -- what some consider the biggest marketing scam of the century--and of the culture that demands it. If you haven't already, the article will make you think twice about buying yet another 12-pack of the stuff. Singled out: Coke and Pepsi's Dasani and Aquafina, respectively, for being little more than repackaged tap water. Wonder what they'll do in light of this and other recent negative press.

Knowledge@Wharton provides an excerpt from Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, by Leonard M. Lodish, Howard L. Morgan and Shellye Archambeau. The excerpt is from Chapter 5: Product Launch to Maximize Product/Service Lifetime Profitability. In it, the authors provide a detailed product-launch checklist, particularly helpful to small companies but equally applicable to large ones such as IBM.
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