|
 |
All orders
shipped by
airmail!
Click here for our
Shipping Policies!
| |
 | | |
"Never judge a book by its movie."
- J. W. Eagan
| | | |
|
| | Radical Marketing:
From Harvard to Harley, Lessons From Ten That Broke the Rules and Made It Big
| |
| | by Sam Hill, Glenn Rifkin
|
|
|
ZIN Product Number: 10379157
| eBay (last 12 months) | | Auctions: | | 46 | | Price Range: | | $0.01 - 0.04 | | | | Craigslist (last 12 months) | | Classifieds: | | 26 | | Price Range: | | $0.09 - 0.05 | | | | Amazon Used (last 12 months) | | Auctions: | | 42 | | Price Range: | | $0.04 - 0.01 | | | | ZooScape (last 12 months) | | Auctions: | | 0 | | Price Range: | | N/A | | | | | | Google listings (non-affiliate) | | 64 | | MSN listings (non-affiliate) | | 27 | | Yahoo listings (non-affiliate) | | 21 | | |
| | 
| | | |  | | | Product Details
 Format: Hardcover, 1st ed., 277 pages
Publisher: Harper Business
ISBN: 0887309054
Release Date: Jan 1, 2000
Average Reader Review:   (Based on 1 review.)
| |  | | | In Brief
This refreshingly unique marketing guide breaks down how the Grateful Dead became a great band and a great brand, how Harley Davidson built an entire lifestyle around a bike, and how the Boston Beer Company made Samuel Adams Boston Lager a ubiquitous brew. These eye-opening case studies prove you don't need to work for a huge company or have a huge marketing budget to get radical and become a marketing maniac.
| | | | From The Publisher
Radical Marketing is a fresh approach to marketing and strategy that has proven hugely successful for organizations ranging from Harley-Davidson to Harvard Business School. In this book, Sam Hill, cofounder of Helios Consulting and Glenn Rifkin, a veteran business writer for the New York Times, identify the unconventional strategies that have enabled ten innovative companies to usurp valuable market share from traditional industry leaders. Just what do these organizations have in common? Each is in tune emotionally with their customer base - allowing them to glean superior marketing insight without spending millions of dollars on advertising or employing huge marketing departments. Each is focused more on the big picture - growth and expansionthan on short term profits. And, despite their current success, each started out with little more than a passion for their product, forcing them to do things more cheaply and creatively.
| |  | | |
 | | | | | Number of Reviews: 1 Average Rating:
Radical Marketing Shows it's Creativity and Principles that Win
-- Vincent Amanor-Boadu, August 9, 1999
Also Recommended: The Next Common Sense: Mastering Corporate Complexity through Coherence, by Michael Lissack and Johan Roos
| |  | | | The Word On The Street
"Great premise. Fabulous case studies. Startlingly original. Exactly right for the times." —Tom Peters
"Wonderful examples of companies rethinking the rules and reinventing the game. Great help for learning to think out of the box no matter what you do or where." —Robert J. Kriegel
"Radical marketers follow a different set of rules in serving their markets. The real value of this book will be to traditional marketers, who need either to learn from radical marketers or lose market to them." —Philip Kotler
"A book to gladden the heart and enrich the bank account of any guerrilla. Radical Marketing is a joy to read--it explodes business misconceptions with real life, front line, not-by-the-book examples. Every page was a revelation." —Jay Conrad Levinson
"Relevant, realistic and radical ideas based on vigorous, powerful and deep thinking, presented in an exciting, engaging and readable style!" —Benson P. Shapiro
"Vibrant, fun, and illuminating, Radical Marketing makes other marketing books look tired. If you're only going to read one marketing book this year, make it this one." —Nancy Austin
"In an environment where marketing and brand management are more critical than ever before, Radical Marketing reveals how some of America's most dynamic companies became industry leaders through innovative marketing strategy. A must read for any CEO who wants to learn from the best." —Patrick McGovern
"Hill and Rifkin have captured the essential principles of effective consumer-centered marketing, requiring marketers to get back in touch with who their consumers are. They require a passion for, and a visceral knowledge of the people we serve, a disdain for formulas and an embracing of the imaginative. In today's shifting marketplace, marketers would do well to heed this advice." —Denis Beausejour
"Success or failure in this Wed-based era relies on the ascendancy of Brand. Hill and Rifkin provide not only illumination and guidance, but actionable context. This is simply a must-read." —Dr. Jeffrey Papows
| |  | | | | Preface: The Story Behind the Book | | | Introduction: What Is Radical Marketing? | | | Ch. 1 | Getting to Radical | 1 | | Ch. 2 | The Nitty-Gritty of Radical Marketing | 18 | | Ch. 3 | The Grateful Dead: Building a Rock 'n' Roll Brand | 32 | | Ch. 4 | Providian Financial: Mining Data for Gold | 55 | | Ch. 5 | Harley-Davidson: The Deafening Roar of a Lifestyle Brand | 73 | | Ch. 6 | The Iams Company: Marketing a Mission, Remaking an Industry | 99 | | Ch. 7 | The National Basketball Association: Slam-Dunking a Global Market | 122 | | Ch. 8 | Snap-on Tools: A Mobile Army of Dealers and Eight Decades of Brand Equity | 143 |
| |  | | | Find similiar books in these subject areas:
All Topics > Business & Investing > Biographies & Primers > Company Histories
All Topics > Business & Investing > General
All Topics > Business & Investing > Marketing & Sales > Advertising
All Topics > Business & Investing > Marketing & Sales > Marketing > General
| | | | People like you also bought:
The New Pioneers: The Men and Women Who Are Transforming the Workplace and Marketplace, by Thomas Petzinger
Why We Buy: The Science of Shopping, by Paco Underhill
The End of Marketing as We Know It, by Sergio Zyman
Unknown Title
Brand New: How Entrepreneurs Earned Consumers' Trust from Wedgwood to Dell, by Nancy F. Koehn
Permission Marketing: Turning Strangers into Friends, and Friends into Customers, by Seth Godin
Kotler on Marketing: How to Create, Win, and Dominate Markets, by Philip Kotler
Differentiate or Die: Survival in Our Era of Killer Competition, by Jack Trout
Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market, by Michael Treacy
Built to Last: Successful Habits of Visionary Companies, by James C. Collins
| | | | | | Keywords
Marketing, Management, Marketing research, Planning, Marketing Management, Business / Economics / Finance, Business & Economics, Marketing - General, Advertising & Promotion, Corporate & Business History - General, Marketing, Management, Marketing research, Planning, Marketing Management, Business / Economics / Finance, Business & Economics, Marketing - General, Advertising & Promotion, Corporate & Business History - General, Planning, Management, Marketing, Marketing research
| |
| |
| | | |
Make $1 per sale -
Link to ZooScape.com! | |
