Helen Edwards

From Marginal to Mainstream

Why Tomorrow's Brand Growth Will Come from the Fringes - And How to Get There First

• Gebundenes Buch

Produktbeschreibung

Understand how legacy and mainstream brands from B2B and B2C through to product and service companies can successfully harness the potential of marginal behaviours for new routes to growth.

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Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 264
• Erscheinungstermin: 28. Februar 2023
• Englisch
• Abmessung: 234mm x 156mm x 22mm
• Gewicht: 553g
• ISBN-13: 9781398604339
• ISBN-10: 139860433X
• Artikelnr.: 63939237

Autorenporträt

Dr Helen Edwards straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning columnist at Marketing Week, an adjunct associate Professor of Marketing at London Business School, and sits on the board of the UK Effies. She is also the author of Creating Passion Brands, published by Kogan Page and is based in London, UK. She founded Passionbrand in 2005 - a boutique brand consultancy based in London, combining strategic and creative skills. Clients include Johnson & Johnson, 3M, Avon, Tesco, MetLife, Nationwide, EDF Energy, BBC Worldwide, Smith & Nephew, The World Economic Forum.

Inhaltsangabe

Chapter
00: Introduction; Section
ONE: The margins and why they matter; Chapter
01: From 'Does anyone do that?' to 'Doesn't everyone do that?'; Chapter
02: Why modern mainstream marketing is a low
growth zone; Chapter
03: Going for growth
Why the margins? And why now?; Section
TWO: How to read the margins; Chapter
04: Overview; Chapter
05: A smouldering fire in the fringes
The elemental beacons; Chapter
06: What's hidden, what's there and what could be
The revelatory beacons; Chapter
07: Shakers of place and pace
The opportunity beacons; Chapter
08: An irresistible momentum
The growth beacons; Section
THREE: A strategy for growth; Chapter
09: Overview; Chapter
10: Entrepreneurs get it
They are marginals too; Chapter
11: Growth from the margins
A marketer's playbook; Chapter
12: The M2M advantage
Seven things every leader should know

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• • Chapter - 00: Introduction;
• Section - ONE: The margins and why they matter;
• • Chapter - 01: From 'Does anyone do that?' to 'Doesn't everyone do that?';
  • Chapter - 02: Why modern mainstream marketing is a low-growth zone;
  • Chapter - 03: Going for growth - Why the margins? And why now?;
• Section - TWO: How to read the margins;
• • Chapter - 04: Overview;
  • Chapter - 05: A smouldering fire in the fringes - The elemental beacons;
  • Chapter - 06: What's hidden, what's there and what could be - The revelatory beacons;
  • Chapter - 07: Shakers of place and pace - The opportunity beacons;
  • Chapter - 08: An irresistible momentum - The growth beacons;
• Section - THREE: A strategy for growth;
• • Chapter - 09: Overview;
  • Chapter - 10: Entrepreneurs get it - They are marginals too;
  • Chapter - 11: Growth from the margins - A marketer's playbook;
  • Chapter - 12: The M2M advantage - Seven things every leader should know

Rezensionen

"Essential reading for any organization seeking growth in today's difficult economic environment. Full of practical tools and examples." Costas Markides, Professor of Strategy and Holder of the Robert Bauman Chair in Strategic Leadership, London Business School