Radical Marketing - Hardcover

Hill, S.; Rifkin, G.

Hardcover

ISBN 10: 0887309054 ISBN 13: 9780887309052

Publisher: Harper Business, 1999

Synopsis

Identifies ten innovative companies--including Iams Pet Food, Boston Beer Company, and Harley Davidson--and their unprecedented marketing strategies that have proven highly successful. Tour.

About this title

Review:

"Vibrant, fun and illuminating... makes other marketing books look tired. If you're going to read one marketing bookhis year, make it this one."-- Nancy Austin, coauthor of "A Passion for Excellence""Great premise Fabulous case studies. Startlingly original. Exactly right for the times."-- Tom Peters

From the Author:

It really is time to get radical.
Building and sustaining great brands has re-emerged as a crucial issue for companies both large and small. As we researched and wrote this book, we saw common characteristics in great brands like The Grateful Dead, Harley-Davidson, Iams, Sam Adams beer and others that we believe can be applied to any business in any industry. The early reaction to the book has been nothing short of amazing and has reinforced our original ideas tenfold. It has clearly struck a chord with CEOs, marketing executives and brand managers whose mandates are to resusitate or create great brands. We hoped to trigger great debate about rethinking marketing and finding alteratives to giant budgets and bureacratic layers of brand managers and it appears that the book is well on the way to accomplishing that. We hope you enjoy the read and send us your comments.

About this edition

• Publisher: Harper Business
• Publication date: 1999
• ISBN 10: 0887309054
• ISBN 13: 9780887309052
• Binding: Hardcover
• Number of pages: 293