Bruce Posner makes selective use of facts and partial facts to prove his point in his profile on Bruce Nevins.

Chipwich was an extraordinary marketing success that went awry beause of the principals' inability to maintain product quality and management control. Nevins's wine ventures have been modestly successful. Before he joined Perrier, Nevins had already done the kind of work that any marketer would be proud of.

Anyone involved in developing and introducing products knows that while the rewards can be considerable, the odds of succeeding are slim. Nevins's record has been enviable rather than suspect.

EDITOR-NOTE:

Stan Bratskeir was hired for public-relations work by Bruce Nevins when he was chief executive officer of Source Perrier's U.S. affiliate.