Helen Edwards
From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First
From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First
💎 Earn 146 Points (£1.46) on this item.
YOU SAVE £0.72
- Condition: Brand new
- UK Delivery times: Usually arrives within 2 - 3 working days
- UK Shipping: Fee starts at £2.39. Subject to product weight & dimension
Bulk ordering. Want 15 or more copies? Get a personalised quote and bigger discounts. Learn more about bulk orders.
Couldn't load pickup availability
- More about From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes - and How to Get There First
Understand how legacy and mainstream brands from B2B and B2C through to product and service companies can successfully harness the potential of marginal behaviours for new routes to growth.
Legacy brands are struggling. The hand-to-hand combat for advantage 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 free from their '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.Why? Because marginal behaviours can break through and take off. They can go mainstream. They can unleash 'consumer-driven disruption', promoting new innovation, new routes to market, new winners and losers - and new growth.Using original research and analysis of the brands that have successfully backed marginal behaviours, From Marginal to Mainstream provides a framework for understanding and evaluating this non-obvious, untapped potential.Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future.Today's margins are tomorrow's pot of gold - if you know where and how to look.
Weight: 402g
Dimension: 156 x 234 x 16 (mm)
ISBN-13: 9781398604315
This item can be found in:
UK and International shipping information
UK and International shipping information
UK Delivery and returns information:
- Delivery within 2 - 3 days when ordering in the UK.
- Shipping fee for UK customers from £2.39. Fully tracked shipping service available.
- Returns policy: Return within 30 days of receipt for full refund.
International deliveries:
Shulph Ink now ships to Australia, Belgium, Canada, France, Germany, Ireland, Italy, India, Luxembourg Saudi Arabia, Singapore, Spain, Netherlands, New Zealand, United Arab Emirates, United States of America.
- Delivery times: within 5 - 10 days for international orders.
- Shipping fee: charges vary for overseas orders. Only tracked services are available for most international orders. Some countries have untracked shipping options.
- Customs charges: If ordering to addresses outside the United Kingdom, you may or may not incur additional customs and duties fees during local delivery.
