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Upstream Marketing: Unlock Growth Using the Combined Principles of Insight, Identity, and Innovation,Used
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AMAZON BESTSELLER in Global Marketing, Product Management, and other CategoriesIn Upstream Marketing, authors Tim Koelzer and Kristin Kurth share best practices, research, case studies, and analysis informed by their more than twenty years of experience helping transform client brands and businesses through their work at EquiBrand Consulting, a top management consultancy. The result is a groundbreaking deepdive into the fundamentals of upstream marketingthe process of identifying and fulfilling customer needs, which relies on the strategic implementation of three core principles: insight, identity, and innovation.An invaluable tool for business leaders looking for mindset, strategy, and processes that will help them improve their organization proactively, instead of reactively. Upstream Marketing includes meticulous analysis of seven profile companies, breaking down the values and principles that make them greatand offering some howto tips you can apply yourself. The authors also draw on examples from their own work with clients to help illustrate how applying the principles of upstream marketing correctly and at the right time can impact the health, growth, and success of any business.
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