Radical Marketing: From Harvard to Harley, Lessons from Ten That Broke the Rules and Made It Big

by Sam Hill, Glenn Rifkin

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 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.

Genres: Business, Nonfiction

304 pages, Paperback

First published January 1, 1999

About the author

Marketing guru

Reviews

[Clay Clark · Rating 4 out of 5]

Anyone who reads this book can take something from it. Whether who are a manager or a general reader. The book talks about how in today's world you must not only market your product but you must market yourself. In the book Sam Hill goes over the 10 rules of radical marketing. These rules provide a solid starting point for the blueprint of your marketing plan. In this book the author gives you examples of how innovative companies emerged as industry leaders. He goes over what they have in common and how you can apply it to your own business.

This book teaches you how to focus on the growth, expansion and not just the short-term profit. This book is a stepping stone in the right direction to start marketing your business in a revolutionary way.

[Ivan Martinez · Rating 5 out of 5]

Este libro rompe con todos los esquemas del marketing. El marketing radical pone en el centro al cliente. Son pocas las empresas que lo aplican pero este es el camino en este mundo súper competido.

[Diego Salazar · Rating 5 out of 5]

El libro de casos de éxito de empresas que formaron tribus. Me gusta mucho los ejemplos y las claves de éxito que identifica el autor. Lo quiero volver a leer.

[Lain · Rating 2 out of 5]

For a book that is supposed to be about radical marketing, I am not sure why this one had such a conservative world view -- or why the "experts" quoted were from the traditionally strong marketing establishment like P&G. What do I really care what a P&G brand manager/VP has to say about how Harley markets?

Much too tame, staid, and academic to be of much interest. I won't finish it.

[Yahudha · Rating 4 out of 5]

buku yang bagus untuk orang-orang yang punya pikiran nyleneh (RADIKAL) dalam menjalankan usaha.
buku ini menunjukkan bahwa orang sukses bukan melulu orang yang pintar dalam teori sekolah namun orang yang kreatif dan mampu melihat situasi
(see a need, fill a need)

[Amanda Grossman · Rating 5 out of 5]

This book is really great, even for non-business people who want to learn how some really neat companies made it to where they are today (i.e. Harley Davidson, the NBA, and Sam Addams). And if you are into business and/or marketing- definitely a great read to get another perspective.

[Mas Dani "Chapunk" Setiawan · Rating 4 out of 5]

buku yang cukup bagus, lebih2 untuk orang2 muda yang sangat tidak betah dengan pakem2 marketing yang berlaku secara normatif. sample2nya cukup representatif dan cukup memberi inspirasi bagi kalangan awam sekalipun.

[Kang Aris · Rating 1 out of 5]

ini adalah buku diamna saya bisa belajar dalam ilmu pemasaran setelah masu ke dunia kerja