Radical Marketing (Sam Hill, Glenn Rifkin)
Radical marketing is a new way of looking at brands and marketing. Building and sustaining great brands has re-emerged as a crucial issue for companies both large and small.
From the Amazon page: “In this fresh, provocative book, Sam Hill and Glenn Rifkin identify the mar-keting strategies that have enabled ten innovative companies to emerge as industry leaders. What do these organizations have in common? Each is in tune 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.”
Today we’d call this growth hacking…