From marginal to mainstream : why tomorrow's brand growth will come from the fringes - and how to get there first /: why tomorrow's brand growth will come from the fringes - and how to get there first. (2023)

• Record Type: Book
• Further Information: Note: Helen Edwards.
• Authors: Edwards, Helen, 1965-
• Contents: <ul style='padding-top:0;padding-left:0;list-style:none;'><ul style='padding-top:0;list-style:none;'>Chapter - 00: Introduction; Section - ONE: The margins and why they matter; <ul style='padding-top:0;list-style:none;'>Chapter - 01: From ‘Does anyone do that?’ to ‘Doesn’t everyone do that?’; Chapter - 02: Why modern mainstream marketing is a low-growth zone; Chapter - 03: Going for growth - Why the margins? And why now?; Section - TWO: How to read the margins; <ul style='padding-top:0;list-style:none;'>Chapter - 04: Overview; Chapter - 05: A smouldering fire in the fringes - The elemental beacons; Chapter - 06: What’s hidden, what’s there and what could be - The revelatory beacons; Chapter - 07: Shakers of place and pace - The opportunity beacons; Chapter - 08: An irresistible momentum - The growth beacons; Section - THREE: A strategy for growth; <ul style='padding-top:0;list-style:none;'>Chapter - 09: Overview; Chapter - 10: Entrepreneurs get it – They are marginals too; Chapter - 11: Growth from the margins - A marketer’s playbook; Chapter - 12: The M2M advantage - Seven things every leader should know
• Edition: 1st
• Publisher Details: London : KoganPage
• Publication Date: 2023
• Extent: 1 online resource (256 pages)
• Subjects: 658.827; Branding (Marketing); Brand name products -- Management; Corporations -- Growth
• Languages: English
• ISBNs: 9781398604322
• Related ISBNs: 9781398604339; 9781398604315
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.