| Edition |
First edition. |
| Description |
viii, 292 pages : illustrations ; 24 cm |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Upstream marketing-an overview -- Principle 1: Insight -- Maniacally focus on the end customer -- Define your purpose-to whom? For what? -- Principle 2: Identity -- Design and align value propositions -- Build and extend the brand -- Principle 3: Innovation -- Create, test, and learn (strategy & process) -- Aim 'em, don't tame 'em (Creativity and culture) -- Now apply it: Integrate and execute -- Upstream marketing 7-step approach -- Upstream marketing applications -- Appendix. |
| Subject |
Marketing.
|
|
Marketing. (OCoLC)fst01010167
|
| Added Author |
Kurth, Kristin, author.
|
| ISBN |
9781626347519 (Print) |
|
1626347514 (Print) |
|
