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

Koelzer, Tim; Kurth, Kristin

 
9781626347519: Upstream Marketing: Transform Your Business Using the Principles of Insight, Identity, and Innovation
Tapa dura
ISBN 10: 1626347514 ISBN 13: 9781626347519
Editorial: Greenleaf Book Group LLC, 2021

Sinopsis

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.

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Acerca del autor

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.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Greenleaf Book Group LLC
Año de publicación
2021
Idioma
Inglés
ISBN 10 
1626347514
ISBN 13 
9781626347519
Encuadernación
Tapa dura
Número de páginas
204
Contacto del fabricante
no disponible
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Pärnu mnt 139b-14
Tallinn
11317
Estonia