Radical Marketing: From Harvard to Harley, Ten Who Broke the Rules & Made It Big

Hill, Sam

Editorial: HarperBusiness, 1999
ISBN 10: 0887309054 / ISBN 13: 9780887309052
Usado / Hardcover / Cantidad: 0
Librería: Powell's Books (Portland, OR, Estados Unidos de America)
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HARDCOVER Business-Marketing . USED, Standard. N° de ref. de la librería 01978088730905208

Sobre este título:

Sinopsis: How did the Grateful Dead use its fanatical following to build a $100 million band that still thrives today, despite the fact that the band split up in 1995? How did upstart Boston Beer Company--makers of Sam Adams--revolutionize the beer industry and prevail over lumbering incumbent Anheuser-Busch without an advertising budget? And how did lams create the premium pet food market and grow from $16 million to $600 million in sales in just fifteen years, while charging twice the price of competitor Ralston-Purina?

Through radical marketing.

In the tradition of such bestsellers as Thriving on Chaos and Built to Last, Radical Marketing is a fresh, provocative 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 an oft-quotes expert on marketing, 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 expansion--than on short term profits. And, despite their current success, each started out with little more than a passion for their products, forcing them to do things more cheaply and creatively.

How do these commonalties equal success? In Radical Marketing, you will learn how:

  • by forging long-term strategic alliances and seeding the globe with enthusiastic missionaries, the NBA has become the most powerful global sports brand in the world, elevating ticket sales and TV rights to $2 billion;

  • Harley-Davidson helped spur its regeneration by starting a club of owners--and, in so doing, re-established itself as an enduring brand, a darling of Wall Street, and nothing less than an American icon of freedom and individuality;

  • little-known EMC became the dominant player in the computer storage market, eclipsing industry leader IBM--by aggressively courting IBM's customer base and creating a community of users around EMC's products;

  • Snap-on Tools owns 60 percent market share and became a nearly $2 billion company, selling tools door-to-door to its core customer base of over one million auto mechanics;

  • Providian Financial, whose CEO lacked any formal marketing training and expertise, cracked new markets and won an army of new customers without using focus groups or any traditional advertising;

  • Harvard Business School created the market for graduate business schools and established itself as the gold standard of its industry not by resting on the laurels of the auspicious Harvard name--but by insisting on consistent quality and radically changing the rules of business education;

  • and finally, how Virgin Atlantic Airways marketed fun and superior customer service, as defined by its iconoclastic chairman Richard Branson, into a powerful competitive advantage and become the second largest longhaul carrier in Britain.

Including a special chapter dedicated to applying the radical lessons to traditional firms like Quaker Oats and General Motors, Radical Marketing demonstrates how any company, large or small, can achieve unprecedented success by being radical.

Review: So-called radical marketers stand out from the corporate crowd because they view the marketplace much differently from their more traditional peers. Not coincidentally, marketing consultant Sam Hill and business journalist Glenn Rifkin argue that the most advanced of these unorthodox companies--represented by diverse business ventures like Virgin Atlantic Airways, Iams pet food, Snap-on tools, and Samuel Adams beer--also tend to be wildly successful. In Radical Marketing, Hill and Rifkin examine these businesses and a half-dozen others with an eye toward the practices leading to their prosperity that could be adapted elsewhere. Some choices may raise eyebrows, such as the National Basketball Association (which lost half its 1998 to 1999 season to a contentious labor dispute) and the Grateful Dead rock band (long criticized for glorifying recreational drug use), but all nonetheless support the authors' hypotheses and reveal through detailed profiles and careful analyses precisely what their experiences offer other firms. Thankfully the authors end by explaining how such practices can be used also by mature companies in less freewheeling fields. --Howard Rothman

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Detalles bibliográficos

Título: Radical Marketing: From Harvard to Harley, ...
Editorial: HarperBusiness
Año de publicación: 1999
Encuadernación: Hardcover

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S. Hill
Editorial: HarperBusiness (1998)
ISBN 10: 0887309054 ISBN 13: 9780887309052
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Descripción HarperBusiness, 1998. Estado de conservación: Good. This book has hardback covers. Ex-library, With usual stamps and markings, In good all round condition. Nº de ref. de la librería 3240760

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Sam Hill, Glenn Rifkin
Editorial: Collins (1999)
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Descripción Collins, 1999. Estado de conservación: Good. 1st ed. Former Library book. Shows some signs of wear, and may have some markings on the inside. Nº de ref. de la librería GRP8538024

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Sam Hill, Glenn Rifkin
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Descripción Collins, 1999. Estado de conservación: Very Good. 1st ed. Great condition for a used book! Minimal wear. Nº de ref. de la librería GRP2664410

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S. HILL, G. RIFKIN
Editorial: HarperBusiness (1998)
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Descripción HarperBusiness, 1998. Hardcover. Estado de conservación: Good. Dust Jacket Included. Sent within 24 hours. Expedited UK delivery available. Number of pages: 304. Nº de ref. de la librería BBI981267

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Sam Hill, Glenn Rifkin
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Descripción Collins, 1999. Estado de conservación: Good. 1st ed. Ships from Reno, NV. Shows some signs of wear, and may have some markings on the inside. Nº de ref. de la librería GRP85984177

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Descripción HarperBusiness. Hardcover. Estado de conservación: GOOD. Good clean copy with no missing pages might be an ex library copy; Possibly may have minor marginal notes and or highlighting. Nº de ref. de la librería 2755397218

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Descripción HarperBusiness. Hardcover. Estado de conservación: Good. Book shows a small amount of wear to cover and binding. Some pages show signs of use. Nº de ref. de la librería G0887309054I3N00

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