中南民族大学图书馆书目检索系统

Online Public Access Catalogue

题名/责任者:

From marginal to mainstream : why tomorrow's brand growth will come from the fringes--and how to get there first / Helen Edwards.

出版发行项:

London ; New York, NY : Kogan Page, 2023.

ISBN:

9781398604339

ISBN:

9781398604315

载体形态项:

ix, 250 pages : illustrations ; 24 cm

个人责任者:

Edwards, Helen, 1965- author.

论题主题:

Branding (Marketing)

论题主题:

Marginality, Social.

论题主题:

Advertising.

中图法分类号:

F760.5

书目附注:

Includes bibliographical references and index.

摘要附注:

"Legacy brands are struggling. All around the world, mainstream thinking is holding back mainstream growth. The quest for small advantages in established businesses and brands 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 through '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.Using new research and analysis of the brands that have successfully backed marginal behaviours, Marginal to Mainstream provides a framework for understanding and evaluating untapped mainstream potential. Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to new innovation, new routes to market and exciting new category creation.Today's margins are tomorrow's pot of gold - if you know where and how to look"--

豆瓣简介：