Description

Upstream Marketing draws on best practices, research, case studies, and the authors' twenty-year track record helping transform client brands and businesses through their work at EquiBrand Consulting. Authors Tim Koelzer and Kristin Kurth define and expand on the concept of upstream marketing-the process of identifying and fulfilling customer needs-by drawing on three core principles of insight, identity, and innovation. This book will appeal to business owners looking to find the principles, tools, and techniques that will help them improve their organization proactively, instead of reactively. The book includes a deep dive review of seven profile companies, breaking down the values and principles that make them great. The authors also draw examples from their own work with clients to help illustrate how applying the principles of upstream marketing correctly and at the right time can make a huge difference in the health of a business.

Upstream Marketing: Transform Your Business Using the Principles of Insight, Identity, and Innovation

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£22.75

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Hardback by Tim Koelzer , Kristin Kurth

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Upstream Marketing draws on best practices, research, case studies, and the authors' twenty-year track record helping transform client brands and... Read more

    Publisher: Greenleaf Book Group LLC
    Publication Date: 28/01/2021
    ISBN13: 9781626347519, 978-1626347519
    ISBN10: 1626347514

    Number of Pages: 204

    Non Fiction , Business, Finance & Law

    Description

    Upstream Marketing draws on best practices, research, case studies, and the authors' twenty-year track record helping transform client brands and businesses through their work at EquiBrand Consulting. Authors Tim Koelzer and Kristin Kurth define and expand on the concept of upstream marketing-the process of identifying and fulfilling customer needs-by drawing on three core principles of insight, identity, and innovation. This book will appeal to business owners looking to find the principles, tools, and techniques that will help them improve their organization proactively, instead of reactively. The book includes a deep dive review of seven profile companies, breaking down the values and principles that make them great. The authors also draw examples from their own work with clients to help illustrate how applying the principles of upstream marketing correctly and at the right time can make a huge difference in the health of a business.

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