MARC record from Internet Archive

LEADER: 04222cam 2200685 a 4500
001 ocm35911901
003 OCoLC
005 20190101051928.0
008 961107s1997 nyu b 001 0 eng
010 $a 96037514
040 $aDLC$beng$cDLC$dC#P$dAGL$dZBM$dBAKER$dNLGGC$dYDXCP$dBTCTA$dILU$dOCLCO$dOCLCF$dOCLCQ$dOCLCO$dOCLCQ$dOCL$dOCLCA$dHCO
019 $a40342272
020 $a0812963911
020 $a9780812963915
020 $a0812930355$q(pbk.)
020 $a9780812930351$q(pbk.)
035 $a(OCoLC)35911901$z(OCoLC)40342272
043 $an-us---
050 00 $aHD9397.U52$bV36 1997
070 0 $aHD9397.U52V36$b1997
072 0 $aQ104
082 00 $a338.4/766342/0973$221
084 $a83.67$2bcl
100 1 $aVan Munching, Philip.
245 10 $aBeer blast :$bthe inside story of the brewing industry's bizarre battles for your money /$cPhilip Van Munching.
250 $a1st ed.
260 $aNew York :$bTimes Business,$c℗♭1997.
300 $ax, 309 pages ;$c25 cm
336 $atext$btxt$2rdacontent
337 $aunmediated$bn$2rdamedia
338 $avolume$bnc$2rdacarrier
504 $aIncludes bibliographical references (pages 277-289) and index.
520 $aIn Beer Blast, Philip Van Munching takes you behind the scenes of the massive, cutthroat, increasingly embattled beer industry. He dissects in colorful fashion all the brewing fads and follies of the past two decades, including the overhyped (and sometimes downright silly) product claims, like "Beechwood Aging" and Coors's "Rocky Mountain water," the would-be fads that fizzled (dry beer, ice beer, clear beer), the weird ad gimmicks (some of which worked), from Spuds McKenzie to the Swedish Bikini Team, and the microbrew revolution now being co-opted by "phony micros" such as Red Dog (really brewed by Miller). Ever wonder how malt liquor became the drink of choice for inner-city gangs?
520 8 $aOr how Sam Adams Boston Lager - brewed in Pittsburgh - can get away with its "Colonial heritage" pose? Van Munching knows and tells. The marketing hotshots are squandering hundreds of millions of dollars on hype, fads, gimmicks, and just plain dumb ideas in the ongoing beer wars. And while they're fun to laugh at, anyone in business can also learn from their idiocies. Among the lessons: When launching a new product, think small; beware of minor changes in your quality formula - they add up; don't tinker with a marketing plan that works; and never forget your key ingredient, the romance of the product.
505 2 $aThe Philly keg party, Billy Carter's near miss, and Al Capone's bathtub: a brief history of beer in the U.S. -"Let there be lite." -Take me out to the beergame. -The Wisconsin hare and the Rocky Mountain tortoise. -Mexican soda pop. -Sam Adams: brewer, patriot, pain in the ass. -Heineken light, Heineken chunky style. -Beerbarians at the gate. -The search for the next big thing, II: dry ice in the 'hood.
650 0 $aBeer industry$zUnited States$xHistory$y20th century.
650 0 $aBrewing industry$zUnited States$xHistory$y20th century.
650 0 $aAdvertising$xBeer$zUnited States$xHistory$y20th century.
650 0 $aCompetition$zUnited States$xHistory$y20th century.
650 7 $aAdvertising$xBeer.$2fast$0(OCoLC)fst00797543
650 7 $aBeer industry.$2fast$0(OCoLC)fst00829764
650 7 $aBrewing industry.$2fast$0(OCoLC)fst00838531
650 7 $aCompetition.$2fast$0(OCoLC)fst00871464
651 7 $aUnited States.$2fast$0(OCoLC)fst01204155
650 17 $aBierbrouwerijen.$2gtt
648 7 $a1900-1999$2fast
655 7 $aHistory.$2fast$0(OCoLC)fst01411628
856 42 $3Publisher description$uhttp://catdir.loc.gov/catdir/description/random0411/96037514.html
938 $aBaker & Taylor$bBKTY$c14.00$d10.50$i0812930355$n0003103977$sactive
938 $aBaker and Taylor$bBTCP$n96037514
938 $aYBP Library Services$bYANK$n1465650
029 1 $aAU@$b000012894591
029 1 $aAU@$b000022624651
029 1 $aAU@$b000023968931
029 1 $aNLGGC$b15409885X
029 1 $aNZ1$b4425744
029 1 $aYDXCP$b1341685
029 1 $aAU@$b000060995947
994 $aZ0$bP4A
948 $hNO HOLDINGS IN P4A - 649 OTHER HOLDINGS