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- catalog abstract ""Radical Marketing is a fresh approach to marketing and strategy that has proven hugely successful for organizations ranging from Harley-Davidson to Harvard Business School. In this book, Sam Hill, cofounder of Helios Consulting and Glenn Rifkin, a veteran business writer for the New York Times, identify the unconventional strategies that have enabled ten innovative companies to usurp valuable market share from traditional industry leaders." "Just what do these organizations have in common? Each is in tune emotionally with their customer base - allowing them to glean superior marketing insight without spending millions of dollars on advertising or employing huge marketing departments. Each is focused more on the big picture - growth and expansionthan on short term profits. And, despite their current success, each started out with little more than a passion for their product, forcing them to do things more cheaply and creatively."--Jacket.".
- catalog contributor b11087688.
- catalog contributor b11087689.
- catalog created "c1999.".
- catalog date "1999".
- catalog date "c1999.".
- catalog dateCopyrighted "c1999.".
- catalog description ""Radical Marketing is a fresh approach to marketing and strategy that has proven hugely successful for organizations ranging from Harley-Davidson to Harvard Business School. In this book, Sam Hill, cofounder of Helios Consulting and Glenn Rifkin, a veteran business writer for the New York Times, identify the unconventional strategies that have enabled ten innovative companies to usurp valuable market share from traditional industry leaders." "Just what do these organizations have in common? Each is in tune emotionally with their customer base - allowing them to glean superior marketing insight without spending millions of dollars on advertising or employing huge marketing departments. Each is focused more on the big picture - growth and expansionthan on short term profits. And, despite their current success, each started out with little more than a passion for their product, forcing them to do things more cheaply and creatively."--Jacket.".
- catalog description "Preface : The story behind the book -- What is radical marketing? -- Getting to radical -- The nitty-gritty of radical marketing -- The Grateful Dead : building a rock 'n' roll band -- Providian Financial : minding data for gold -- Harley-Davidson : the deafening roar of a lifestyle brand -- The Iams Company : marketing a mission, remaking an industry -- The National Basketball Association : slam-dunking a global market -- Snap-on Tools : a mobile army of dealers and eight decades of brand equity -- Virgin Atlantic Airways : a passion for the impossible -- EMC Corporation : beating IBM at its own game -- Harvard Business School : radical marketing to the highest degree -- Boston Beer Company : brewing up a marketing success -- Applying the lessons of radical marketing to traditional marketing.".
- catalog extent "xvi, 277 p. ;".
- catalog identifier "0887309054".
- catalog issued "1999".
- catalog issued "c1999.".
- catalog language "eng".
- catalog publisher "New York : HarperBusiness,".
- catalog subject "658.8 21".
- catalog subject "HF5415.13 .H547 1999".
- catalog subject "Marketing Management.".
- catalog subject "Marketing Planning.".
- catalog subject "Marketing research.".
- catalog tableOfContents "Preface : The story behind the book -- What is radical marketing? -- Getting to radical -- The nitty-gritty of radical marketing -- The Grateful Dead : building a rock 'n' roll band -- Providian Financial : minding data for gold -- Harley-Davidson : the deafening roar of a lifestyle brand -- The Iams Company : marketing a mission, remaking an industry -- The National Basketball Association : slam-dunking a global market -- Snap-on Tools : a mobile army of dealers and eight decades of brand equity -- Virgin Atlantic Airways : a passion for the impossible -- EMC Corporation : beating IBM at its own game -- Harvard Business School : radical marketing to the highest degree -- Boston Beer Company : brewing up a marketing success -- Applying the lessons of radical marketing to traditional marketing.".
- catalog title "Radical marketing : from Harvard to Harley, lessons from ten that broke the rules and made it big / Sam Hill and Glenn Rifkin.".
- catalog type "text".