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Radical Marketing : From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big by Sam Hill and Glenn Rifkin (1999, Hardcover)
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Open Books is a nonprofit social venture that provides literacy experiences for thousands of readers each year through inspiring programs and creative capitalization of books. Radical Marketing : From Harvard to Harley, Lessons From Ten That Broke the Rules and Made It Big.
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About this product
Product Identifiers
PublisherHarperCollins
ISBN-100887309054
ISBN-139780887309052
eBay Product ID (ePID)725153
Product Key Features
Book TitleRadical Marketing : from Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big
Number of Pages304 Pages
LanguageEnglish
Publication Year1999
TopicLeadership, Marketing / Industrial, Marketing / General, Corporate & Business History
GenreBusiness & Economics
AuthorSam Hill, Glenn Rifkin
FormatHardcover
Dimensions
Item Height1 in
Item Weight20 oz
Item Length9.2 in
Item Width6.1 in
Additional Product Features
Intended AudienceTrade
LCCN98-031064
Dewey Edition21
Dewey Decimal658.8
SynopsisHow 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., 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.
LC Classification NumberHF5415.13.H547 1999
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