"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.
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