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Cover: 9781398604315 | From Marginal to Mainstream | Helen Edwards | Taschenbuch | Englisch
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From Marginal to Mainstream
Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First
Taschenbuch von Helen Edwards
Sprache: Englisch

41,40 €*

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Lieferzeit 1-2 Wochen

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Beschreibung
Understand how legacy and mainstream brands from B2B and B2C through to product and service companies can successfully harness the potential of marginal behaviours for new routes to growth.
Understand how legacy and mainstream brands from B2B and B2C through to product and service companies can successfully harness the potential of marginal behaviours for new routes to growth.
Über den Autor
Dr Helen Edwards straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning columnist at Marketing Week, an adjunct associate Professor of Marketing at London Business School, and sits on the board of the UK Effies. She is also the author of Creating Passion Brands, published by Kogan Page and is based in London, UK.

She founded Passionbrand in 2005 - a boutique brand consultancy based in London, combining strategic and creative skills. Clients include Johnson & Johnson, 3M, Avon, Tesco, MetLife, Nationwide, EDF Energy, BBC Worldwide, Smith & Nephew, The World Economic Forum.
Inhaltsverzeichnis
Chapter - 00: Introduction; Section - ONE: The margins and why they matter; Chapter - 01: From 'Does anyone do that?' to 'Doesn't everyone do that?'; Chapter - 02: Why modern mainstream marketing is a low-growth zone; Chapter - 03: Going for growth - Why the margins? And why now?; Section - TWO: How to read the margins; Chapter - 04: Overview; Chapter - 05: A smouldering fire in the fringes - The elemental beacons; Chapter - 06: What's hidden, what's there and what could be - The revelatory beacons; Chapter - 07: Shakers of place and pace - The opportunity beacons; Chapter - 08: An irresistible momentum - The growth beacons; Section - THREE: A strategy for growth; Chapter - 09: Overview; Chapter - 10: Entrepreneurs get it - They are marginals too; Chapter - 11: Growth from the margins - A marketer's playbook; Chapter - 12: The M2M advantage - Seven things every leader should know
Details
Erscheinungsjahr: 2023
Fachbereich: Allgemeines
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Kartoniert / Broschiert
ISBN-13: 9781398604315
ISBN-10: 1398604313
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Edwards, Helen
Hersteller: Kogan Page Ltd
Verantwortliche Person für die EU: Produktsicherheitsverantwortliche/r, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße: 156 x 234 x 16 mm
Von/Mit: Helen Edwards
Erscheinungsdatum: 03.02.2023
Gewicht: 0,402 kg
Artikel-ID: 120961068
Über den Autor
Dr Helen Edwards straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning columnist at Marketing Week, an adjunct associate Professor of Marketing at London Business School, and sits on the board of the UK Effies. She is also the author of Creating Passion Brands, published by Kogan Page and is based in London, UK.

She founded Passionbrand in 2005 - a boutique brand consultancy based in London, combining strategic and creative skills. Clients include Johnson & Johnson, 3M, Avon, Tesco, MetLife, Nationwide, EDF Energy, BBC Worldwide, Smith & Nephew, The World Economic Forum.
Inhaltsverzeichnis
Chapter - 00: Introduction; Section - ONE: The margins and why they matter; Chapter - 01: From 'Does anyone do that?' to 'Doesn't everyone do that?'; Chapter - 02: Why modern mainstream marketing is a low-growth zone; Chapter - 03: Going for growth - Why the margins? And why now?; Section - TWO: How to read the margins; Chapter - 04: Overview; Chapter - 05: A smouldering fire in the fringes - The elemental beacons; Chapter - 06: What's hidden, what's there and what could be - The revelatory beacons; Chapter - 07: Shakers of place and pace - The opportunity beacons; Chapter - 08: An irresistible momentum - The growth beacons; Section - THREE: A strategy for growth; Chapter - 09: Overview; Chapter - 10: Entrepreneurs get it - They are marginals too; Chapter - 11: Growth from the margins - A marketer's playbook; Chapter - 12: The M2M advantage - Seven things every leader should know
Details
Erscheinungsjahr: 2023
Fachbereich: Allgemeines
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
Inhalt: Kartoniert / Broschiert
ISBN-13: 9781398604315
ISBN-10: 1398604313
Sprache: Englisch
Einband: Kartoniert / Broschiert
Autor: Edwards, Helen
Hersteller: Kogan Page Ltd
Verantwortliche Person für die EU: Produktsicherheitsverantwortliche/r, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße: 156 x 234 x 16 mm
Von/Mit: Helen Edwards
Erscheinungsdatum: 03.02.2023
Gewicht: 0,402 kg
Artikel-ID: 120961068
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