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

"Radical Marketing" is a fresh approach to marketing and strategy that has proven hugely successful for organizations ranging from Harley-Davidson to Harvard Business School. In this book, Sam Hill, cofounder of Helios Consulting and Glenn Rifkin, a veteran business writer for the "New York Times," identify the unconventional strategies that have enabled ten innovative companies to usurp valuable market share from traditional industry leaders. Just what do these organizations have in common? Each is in tune emotionally with their customer base - allowing them to glean superior marketing insight without spending millions of dollars on advertising or employing huge marketing departments. Each is focused more on the big picture - growth and expansionthan on short term profits. And, despite their current success, each started out with little more than a passion for their product, forcing them to do things more cheaply and creatively.