Radical Marketing: From Harvard to Harley, Lessons from Ten

Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big

How did the Grateful Dead use its fanatical following to build a $100 millionbrand that still thrives today? How did upstart Boston Beer Companyâ€”makers of Sam Adamsâ€”prevail over rival Anheuser-Busch without an advertising budget? And how did lams create the premium pet food market and leap from $16 million to $600 million in sales in just fifteen years, while charging twice the price of competitor Ralston-Purina? The answer: radical marketing.
In this fresh, provocative book, Sam Hill and Glenn Rifkin identify the mar-keting strategies that have enabled ten innovative companies to emerge asindustry leaders. What do these organizations have in common? Each is intune emotionally with its customer base, allowing them to glean superior marketing insight without spending millions of dollars. Each is more focused on the big pictureâ€”growth and expansionâ€”rather than short-term profits. And,despite their current success, each started out with little more than a passion for their product. Engrossing, informative, and invaluable, Radical Marketing demonstrates how any company, large or small, can achieve unprecedented success through inventive and revolutionary tactics.
Country USA
Brand Business
Manufacturer Harper Business
Binding Paperback
ItemPartNumber 0887309798_used
ReleaseDate 2000-02-16
UnitCount 1
EANs 9780887309793

Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big