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The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand

The Patron Way: From Fantasy to Fortune - Lessons on Taking Any Business From Idea to Iconic Brand

1st Edition
By Ilana Edelstein
ISBN10: 0071817646
ISBN13: 9780071817646
Copyright: 2013

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Program Details



Foreword by John Paul DeJoria
Acknowledgments

Part I
R&D

Chapter 1
Out of the Blue
Chapter 2
A Brief History of Tequila
Chapter 3
The Taste Test

Part II
Brand Building

Chapter 4
Hollywood Star
Chapter 5
By the Seat of Our Pants
Chapter 6
The High Life

Part III
Sustainable Development

Chapter 7
A Rude Awakening
Chapter 8
Loose Ends
Chapter 9
Patrón Today

Epilogue
No Regrets
Apertif
Marking the Patrón Way
Notes
Index