From Marginal to Mainstream – Why Tomorrow′s Brand Growth Will Come from the Fringes – and How to Get There First
Autor Helen Edwardsen Limba Engleză Hardback – 2 feb 2023
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Specificații
ISBN-13: 9781398604339
ISBN-10: 139860433X
Pagini: 264
Dimensiuni: 165 x 240 x 25 mm
Greutate: 0.55 kg
Editura: Kogan Page
ISBN-10: 139860433X
Pagini: 264
Dimensiuni: 165 x 240 x 25 mm
Greutate: 0.55 kg
Editura: Kogan Page
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Cuprins
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