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First in thirst [electronic resource] : how Gatorade turned the science of sweat into a cultural phenomenon / Darren Rovell.

By: Rovell, Darren, 1978-.
Material type: TextTextPublisher: New York, NY : American Management Association, c2006Description: 1 online resource (x, 243 p.) : ill.ISBN: 0814429092 (electronic bk.); 9780814429099 (electronic bk.).Subject(s): Gatorade (Firm) | Beverage industry -- United States | BUSINESS & ECONOMICS -- Sales & Selling -- General | BUSINESS & ECONOMICS -- Marketing -- General | BUSINESS & ECONOMICS -- CommerceGenre/Form: Electronic books.Additional physical formats: Print version:: First in thirst.DDC classification: 381/.4564126 Online resources: EBSCOhost
Contents:
Sweat in a bottle -- The mystique is born -- From field to shelves -- Wrestling over Gatorade -- The "tipping" point -- "Be like Mike" -- "We're going to war" -- The Gatorade rules -- Gatorade critics.
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Includes bibliographical references (p. [231]-238) and index.

Sweat in a bottle -- The mystique is born -- From field to shelves -- Wrestling over Gatorade -- The "tipping" point -- "Be like Mike" -- "We're going to war" -- The Gatorade rules -- Gatorade critics.

Description based on print version record.

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