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Full Description
This book is the official story of how Absolut Vodka came to be. Carl Hamilton found that publishing this book in Swedish would cost him his job at a prestigious economics institute. When he published an expanded version of a research project based on a research project commissioned by the liquor company, Vin and Spirit, he lost his job at the Stockholm School of Economics. His book credits Absolut's huge popularity to the little guys rather than to the suits at large ad agencies. This book is the Liar's Poker of marketing, revealing the sordid stories behind the official one.
Contents
Preface Three Swedes Model Man Invisible Bottles Monopoly Games Gunnar Fired Roostal's Theories Hagar's History Smirnoff Country Elusive Importers Bye - Bye Broman Absolut Vodka Almost Perfect Studio Michel's Reward Epilogue
