Retail pak Simon & Schuster Audio 1997
CS ISBN 0671575341 $18.00 Two cassettes
Ben Cohen and Jerry Greenfield have a superb flair for marketing and in the process of growing their Ben & Jerry's® ice-cream business into a multimillion-dollar enterprise, their social mission has evolved alongside their financial one. Cohen and Greenfield's natural enthusiasm is immediately apparent, and the listener wonders whether they are about to sell him a new flavor. Taking turns in the narration, Cohen and Greenfield discuss topic by topic values-led marketing, human resources and production. The program has a certain evangelical tone, but this suits their counterculture views. Cohen and Greenfield have the charisma to sell their ideas, and the audio format provides a compelling vehicle for them. R.F.W. Winner of AUDIOFILE Earphones Award ©AudioFile, Portland, Maine [Published: OCT 97]
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