Word: dieting
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Dates: during 1980-1989
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Dividends The quandary could be a case study at the Harvard Business School. The problem: a deadly disease breaks out that has a name that sounds the same as that of a well-known diet product. Question: What should the marketer do to avoid possible confusion...
Sales of the diet candy had been sluggish for years when Jeffrey Martin took over the product. Says Martin Himmel, company president: "We have repackaged it, redesigned it, readvertised it and given it a new breath of life." Perhaps as a result, retailers say, the disease is not hurting the product. Says Elliot Dworkin, vice president of Revco D.S. Inc., which operates 1,661 drugstores in 28 states: "Ayds sales have never been better...
After four years of stunning play for the nationally ranked Harvard tennis team. Crimson Captain Adam Beren simply disappeared from the lineup in the middle of this his final season. Teammates and coaches spoke cryptically about Beren's suffering from an "illness" or "diet related problems." Five matches later, the former All American returned to competition 15 pounds slimmer and with what he now describes as a radically different outlook on tennis Harvard and his life in general...
...also a senior, but a player with professional potential: "Adam's gone through a lot of changes, and a lot of people didn't really understand why I think I understand better than most I think he's reassessing his life right now." It was Sands rigorous all natural diet that Beren imitated this year...
...Beth Israel Hospital that uses techniques of easing stress to fight hypertension. Begun in September 1982, the program has succeeded in lowering the blood pressure of most of its participants. Besides relaxation techniques (imagine watching your breath go in and out), the regimen involves a low-salt, low-cholesterol diet emphasizing fresh food. (Cost of the program: $750 for eleven group meetings, plus tests and an evaluation session with the doctor.) Trying to meet the standards of the program, one man at the session mildly complains, is so hard that the very effort to cut back on salt makes...