Name: From Marginal to Mainstream: Why Tomorrow’S Brand Growth Will Come From the Fringes - and how to get There First (en Inglés)
Price: 358210.00 COP
Availability: InStock
Author: Edwards, Helen
ISBN: 9781398604339

Formato

Libro Físico

Autor

Helen Edwards

Editorial

Kogan Page

Idioma

Inglés

N° páginas

256

Encuadernación

Tapa Dura

Dimensiones

23.4 x 15.6 x 2.2 cm

Peso

0.55 kg.

ISBN13

9781398604339

N° edición

Categorías

Marketing

From Marginal to Mainstream: Why Tomorrow’S Brand Growth Will Come From the Fringes - and how to get There First (en Inglés)

Helen Edwards (Autor) · Kogan Page · Tapa Dura

Libro Físico

$ 358.210

$ 716.420

Ahorras: $ 358.210

50% descuento

Envío normal

Origen: Estados Unidos (Costos de importación incluídos en el precio)

Se enviará desde nuestra bodega entre el Lunes 22 de Julio y el Miércoles 31 de Julio.

Lo recibirás en cualquier lugar de Colombia entre 1 y 5 días hábiles luego del envío.

Reseña del libro "From Marginal to Mainstream: Why Tomorrow’S Brand Growth Will Come From the Fringes - and how to get There First (en Inglés)"

Legacy brands are struggling. To put it simply, mainstream brand thinking is holding back mainstream brand growth. Businesses need to turn their attention to those brands who are playing at the fringes and learn from their business techniques. Mainstream brands are besieged when it comes to being innovative, developing new products and taking new services or goods to market. Legacy brands seek out small and comfortable advantages within their market sectors and while this may produce a small market share uplift, it will never bring about sensational brand growth. From Marginal to Mainstream shows why businesses, marketers and product development teams need to break through mainstream inhibition and turn their attention to those brands that are currently in the margins - to confront, evaluate and embrace the strangeness of brand strategies, behaviours, ideas, marketing and and the way of life at the fringes. This may be an unpromising, untested, weird and even sometimes frightening place, yet studying the behaviour of marginal brands - what they get right, how they engage with customers, how they develop products - can point the way to new innovation, new routes to market and exciting new category creation. Today's margins are tomorrow's pot of gold - if you know where and how to look.