Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big - Softcover

Hill, Sam; Rifkin, Glenn

Softcover

ISBN 10: 0887309798 ISBN 13: 9780887309793

Publisher: HarperCollins, 2000

Synopsis

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.

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.

Edition details

• Publisher: HarperCollins
• Publication date: 2000
• Language: English
• ISBN 10: 0887309798
• ISBN 13: 9780887309793
• Binding: Paperback
• Number of pages: 304