Helen Edwards: From Marginal to Mainstream

Cover: 9781398604315 | From Marginal to Mainstream | Helen Edwards | Taschenbuch | Englisch

Rückseite: 9781398604315 | From Marginal to Mainstream | Helen Edwards | Taschenbuch | Englisch

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Sprache: Englisch

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Beschreibung

Legacy brands are struggling. All around the world, mainstream thinking is holding back mainstream growth. The quest for small advantages in established businesses and brands has become a zero-sum game - producing small share gains and losses but nothing to bring about sensational new growth. This book shows why businesses, marketers and entrepreneurs need to break through 'mainstream inhibition' and turn their attention to the margins - to confront, evaluate and embrace the 'strangeness' of behaviours, ideas and ways of life at the fringes. Using new research and analysis of the brands that have successfully backed marginal behaviours, Marginal to Mainstream provides a framework for understanding and evaluating untapped mainstream potential. Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they 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.

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.

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

Erscheinungsjahr:	2023
Fachbereich:	Allgemeines
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781398604315
ISBN-10:	1398604313
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Edwards, Helen
Hersteller:	Kogan Page Kogan Page Ltd
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 17 mm
Von/Mit:	Helen Edwards
Erscheinungsdatum:	28.02.2023
Gewicht:	0,604 kg