TY  - BOOK
AU  - Crawford,Fred
AU  - Mathews,Ryan
TI  - The myth of excellence: why great companies never try to the best at everything 
SN  - 0609608207
AV  - HF5415.2 C728M
PY  - 2001///
CY  - New York, N.Y.
PB  - Crown Business
KW  - MARKETING RESEARCH
KW  - CASE STUDIES
KW  - CONSUMER BEHAVIOR
KW  - SHOPPING
N1  - Includes bibliographical references and index
ER  -