"This Business has Legs"
How I Used Infomercial Marketing to Create the $100,000,000 Thighmaster Craze: An Entrepreneurial Adventure Story

Peter Bieler (Author), Suzanne Costas (With)

9780471147497, Wiley

Paperback / softback, published 12 June 1996

224 pages
24.3 x 16 x 2.4 cm, 0.539 kg

"Only in America could a would-be monk convince a faded televisionstar to pitch a rehabilitation device designed for Scandinavianskiers and create a nationwide sensation. The marketing strategyalone is worth the price of admission."
--Paul B. Brown Special Correspondent for the Business News Network(BNN) and coauthor of Customers for Life

"This is the first time the person behind a fad lays out the wholemarketing strategy he used. Even I learned a lot."
--Bob Rice Pet Rock Promoter

"Within a matter of months, Peter Bieler created a $100,000,000industry out of nothing. This fascinating book chroniclesstep-by-step how he did it."
--Steve Dworman Publisher, Infomercial Marketing Report

"As a jack, in an emergency, if you have a very small car ... As arack to dry homemade pasta ... Prop it on its side and presto! Twinpicture frames ... Have it bronzed and claim it's a very earlyHenry Moore ..."
--Diane White columnist for The Boston Globe on alternate uses forthe ThighMaster See Inside for Exciting Contest Details!

Introduction 1

1. A Hollywood Adventure 9

2. Hat in Hand 35

3. An Irresistible Product 59

4. Shooting Suzanne 83

5. A Virtual Start Up 105

6. Ambushed 125

7. $100,000,000 151

8. A Cultural Icon 167

Epilogue 177

Peter's Time Line 185

Index 193

Subject Areas: Business & management [KJ]