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"The great thing about a computer notebook is that no matter how much you stuff into it, it doesn't get bigger or heavier."
- Bill Gates,
Business @ The Speed of Thought
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| | Radical Marketing:
From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big
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| | by Sam Hill, Glenn Rifkin
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ZIN Product Number: 10379185
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| | | |  | | | Product Details
 Format: Paperback, 304 pages
Edition: 1 HARPER
Publisher: Harper Business
ISBN: 0887309798
Release Date: Jan 1, 2000
| |  | | | From The Publisher
How did the Grateful Dead use its fanatical following to build a $100 millionbrand that still thrives today? How did upstart Boston Beer Company—makers of Sam Adams—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 picture—growth and expansion—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.
Author Biography:
Sam Hill is cofounder of the Helios Consulting Group, which helps top management solve complex marketing problems. With almost twenty years' experience working on marketing issues for leading corporations around the world, he was previously a partner with and Chief Marketing Officer of Booz-Allen & Hamilton and Vice-Chairman of DMB&B, a top twenty global advertising agency. His work has appeared in the Harvard Business Review, Strategy & Business, Fortune, and the Financial Times. He lives with his wife and two children in Winnetka, Illinois.
Glenn Rifkin is a veteran business journalist who has written extensively for the New York Times. He is the co-author of The Ultimate Entrepreneur: The Story of Ken Olsen and Digital Equipment Corporation and has also contributed to the Harvard Business Review, Fast Company, the Boston Globe, Forbes, ASAP, and Strategy & Business. He is currently a senior editor with Knowledge Universe Publishing. He lives with his son in Acton, Massachusetts.
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| | | |  | | | 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
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