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.
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.
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.
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
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
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
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
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