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Silver Bullets: A Soldier's Story of How Coors Bombed in the Beer Wars Hardcover – May, 1993

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Editorial Reviews

From Publishers Weekly

The gang that couldn't shoot straight had nothing on the conservative, Commie-hating, union-baiting, employee-polygraphing, beer-brewing Coors family of Colorado and the firm's profane and profligate management team during the 1980s, according to this persuasive black-humor business saga by a former Coors marketing analyst. Competing with Miller, Budweiser et al., Coors managers lost millions as a string of failed new products led to a popular low-price brand that disastrously undercut a long-established Coors money-maker. Crepitation contests at staff meetings and unbridled revelry at Las Vegas promotional events did not help matters, explains the author, who also faults Coors for biased hiring, massive water pollution and deceptive practices in publicity and advertising.
Copyright 1993 Reed Business Information, Inc.

From Library Journal

Burgess, who worked as a research analyst for Adolph Coors Company from 1985 to 1988, gives a vivid account of his experiences in this book. From his job interview to the marketing research department meetings and conventions, Burgess presents an insider's view of the company and its marketing techniques. To compete with such giants as Miller, Budweiser, and Anheuser-Busch, Coors used strategies like featuring Mark Harmon in advertisements and developing new products such as "Colorado Chiller." Burgess tells how Coors was either the "ultimate challenge" or "ultimate nightmare" due to its being criticized and/or boycotted by, among others, environmental groups, the AFL-CIO, the gay community, and Mothers Against Drunk Driving (MADD). These problems, combined with poor marketing decisions, contributed to the company's declining profits. This book provides an insightful look at a company and an industry. Recommended for both lay readers and specialists.
- Lucy Heckman, St. John's Univ. Lib.,
Copyright 1993 Reed Business Information, Inc.

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Product Details

  • Hardcover: 256 pages
  • Publisher: St Martins Pr; 1st edition (May 1993)
  • Language: English
  • ISBN-10: 0312092512
  • ISBN-13: 978-0312092511
  • Product Dimensions: 1.2 x 5.8 x 8.5 inches
  • Shipping Weight: 1 pounds
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #2,219,347 in Books (See Top 100 in Books)

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3 of 3 people found the following review helpful By Lee McCabe on February 8, 2006
Format: Hardcover
A fantasic but not very flatering look at behind the scenes mananagement of Coors Co. The book is a little dated now and since it's publishing Coors has grown from a regional brewery to a national leader in beer sales. However this account accurately reflects the problems with inbread corporate management and the growing pains that many mid size companies experienced in the the 80's this is a must read for anyone who aspires to corporate management, has ever driven through Golden, CO. and anyone who has purchased a coors light. Great Book
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