"Tim Koelzer and Kristin Kurth share interesting ideas, a system of seven steps, and many case examples to show how to achieve success with upstream marketing."
Father of Marketing, Professor Emeritus, Kellogg School of Management, Northwestern UniversityDOWNLOAD CHAPTER ONE NOW
Winning marketers relentlessly focus on expanding their playing field using a strategic approach to identify and fulfill unmet needs. Capturing new demand spaces and building strong brands is the key to growth and the domain of upstream marketing.
BEST PRACTICES INSIGHT
Learn how Amazon, Apple, Google, Nike, Starbucks, Southwest Airlines, and Walt Disney use
upstream marketing to unlock growth
Discover the upstream marketing framework,
including 4 framing questions, 3 principles,
and 6 best practices (all in one place)
Answer 20 questions to focus your organization
and apply the same principles proven to work across
industries and companies of any size
The strongest brands and businesses
are built upstream. Learn how!
In this free chapter, we'll introduce you to:
- The four strategic business framing questions that every company needs to know
- The three principles that, when combined, have a magnifying effect on business growth
- How to create a proprietary customer framework to uncover growth opportunities
- The steps for building an aligned customer value proposition
- How to grow existing brands or create new ones to fuel growth
- The keys to a strong innovation pipeline (including the two things that must be balanced)
- The power of an integrated upstream marketing framework to transform your business
For over 20 years, we've helped leading brands and businesses achieve success through upstream marketing. Everything we've learned from our real-world client experience and best practice insight is available here for the first time. Let's get started!
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