How did the Grateful Dead use its fanatical following to build a $100 millionbrand that still thrives today? How did upstart Boston Beer Company--makers of Sam Adams--prevail over rival Anheuser-Busch without an advertising budget? And how did lams create the premium pet food market and leap from $16 million to $600 million in sales in just fifteen years, while charging twice the price of competitor Ralston-Purina? The answer: radical marketing.
In this fresh, provocative book, Sam Hill and Glenn Rifkin identify the mar-keting strategies that have enabled ten innovative companies to emerge asindustry leaders. What do these organizations have in common? Each is intune emotionally with its customer base, allowing them to glean superior marketing insight without spending millions of dollars. Each is more focused on the big picture--growth and expansion--rather than short-term profits. And,despite their current success, each started out with little more than a passion for their product. Engrossing, informative, and invaluable, Radical Marketing demonstrates how any company, large or small, can achieve unprecedented success through inventive and revolutionary tactics.
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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 RothmanAbout the Author:
Sam Hill is cofounder of the Helios Consulting Group, which helps top management solve complex marketing problems. With almost twenty years' experience working on marketing issues for leading corporations around the world, he was previously a partner with and Chief Marketing Officer of Booz-Allen & Hamilton and Vice-Chairman of DMB&B, a top twenty global advertising agency. His work has appeared in the Harvard Business Review, Strategy & Business, Fortune, and the Financial Times. He lives with his wife and two children in Winnetka, Illinois.
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