Upstream Marketing: Transform Your Business Using the Principles of Insight, Identity, and Innovation - Hardcover

Koelzer, Tim; Kurth, Kristin

Hardcover

ISBN 10: 1626347514 ISBN 13: 9781626347519

Publisher: Greenleaf Book Group LLC, 2021

Synopsis

Upstream Marketing draws on best practices, research, case studies, and the authors' twenty-year track record helping transform client brands and businesses through their work at EquiBrand Consulting. Authors Tim Koelzer and Kristin Kurth define and expand on the concept of upstream marketing-the process of identifying and fulfilling customer needs-by drawing on three core principles of insight, identity, and innovation. This book will appeal to business owners looking to find the principles, tools, and techniques that will help them improve their organization proactively, instead of reactively. The book includes a deep dive review of seven profile companies, breaking down the values and principles that make them great. The authors also draw examples from their own work with clients to help illustrate how applying the principles of upstream marketing correctly and at the right time can make a huge difference in the health of a business.

About this title

About the Author

Throughout his consulting career, Tim Koelzer has had the opportunity to lead marketing strategy engagements across a variety of blue-chip brands and businesses, including Allstate, Boston Scientific, Chevron, Intel, IBM, and The Walt Disney Company, among others. Kristin Kurth has an accomplished career in marketing, brand building, communications and design. Her perspective comes from a background that spans a wide range of industries, including consumer goods, healthcare, publishing, and hospitality. Kristin began her career in the advertising profession, as a media planner on the Procter & Gamble business. From there, she worked in account management at BBDO, on packaged goods businesses.

Edition details

• Publisher: Greenleaf Book Group LLC
• Publication date: 2021
• Language: English
• ISBN 10: 1626347514
• ISBN 13: 9781626347519
• Binding: Hardcover
• Number of pages: 204