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Upstream Marketing: Unlock Growth Using the Combined Principles of Insight, Identity, and Innovation - Softcover
Synopsis
How do Amazon, Apple, Google, Nike, Southwest Airlines, Starbucks, and The Walt Disney Company grow better and faster than others in the same industry?
In Upstream Marketing, best-selling authors Tim Koelzer and Kristin Kurth share best practices, research, case studies, and analysis informed by their more than twenty years of experience helping transform client brands and businesses through their work at EquiBrand Consulting, a top management consultancy. The result is a groundbreaking deep-dive into the fundamentals of upstream marketing-the process of identifying and fulfilling customer needs, which relies on the strategic implementation of three core principles: insight, identity, and innovation.
An invaluable tool for business leaders looking for mindset, strategy, and processes that will help them improve their organization proactively, instead of reactively. Upstream Marketing includes meticulous analysis of seven profile companies, breaking down the values and principles that make them great-and offering some how-to tips you can apply yourself. The authors also draw on examples from their own work with clients to help illustrate how applying the principles of upstream marketing correctly and at the right time can impact the health, growth, and success of any business.
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About the Author
Tim Koelzer is the leading authority on and practitioner of upstream marketing and the three underlying principles of insight, identity, and innovation.
As the co-founder and managing partner of EquiBrand Consulting, Tim leads client engagements in helping companies grow strong brands and businesses. In his role, Tim brings broad and deep expertise in strategic marketing, brand building, and new product development.
Tim works across a spectrum of companies, from global Fortune 500 companies to venture-backed startups, within business-to-business and business-to-consumer settings. His client list reads like a who's who of top global brands and clients seek him out to help transform their businesses.
Prior to EquiBrand, Tim worked for several other management consulting firms including Accenture, K&A, The Cambridge Group, and Prophet, where he directed a range of client engagements.
Tim holds an MBA from Northwestern University's Kellogg School, and a BA from Michigan State University.
Kristin Kurth has an accomplished career in both upstream and downstream marketing, working across a wide range of industries.
Kristin co-founded EquiBrand Consulting, helping clients from startups to Fortune 100 companies develop integrated brand-building initiatives.
She began her career in advertising as a media planner on the Procter & Gamble business. She then worked in account management at BBDO and Ogilvy Chicago, where she was a Senior Partner and Worldwide Management Supervisor.
Kristin has a BBA from the University of Michigan Ross School of Business and an MBA from the University of Chicago Booth School of Business, with specialization in marketing, finance and economics.
As the co-founder and managing partner of EquiBrand Consulting, Tim leads client engagements in helping companies grow strong brands and businesses. In his role, Tim brings broad and deep expertise in strategic marketing, brand building, and new product development.
Tim works across a spectrum of companies, from global Fortune 500 companies to venture-backed startups, within business-to-business and business-to-consumer settings. His client list reads like a who's who of top global brands and clients seek him out to help transform their businesses.
Prior to EquiBrand, Tim worked for several other management consulting firms including Accenture, K&A, The Cambridge Group, and Prophet, where he directed a range of client engagements.
Tim holds an MBA from Northwestern University's Kellogg School, and a BA from Michigan State University.
Kristin Kurth has an accomplished career in both upstream and downstream marketing, working across a wide range of industries.
Kristin co-founded EquiBrand Consulting, helping clients from startups to Fortune 100 companies develop integrated brand-building initiatives.
She began her career in advertising as a media planner on the Procter & Gamble business. She then worked in account management at BBDO and Ogilvy Chicago, where she was a Senior Partner and Worldwide Management Supervisor.
Kristin has a BBA from the University of Michigan Ross School of Business and an MBA from the University of Chicago Booth School of Business, with specialization in marketing, finance and economics.
She is an adjunct professor of marketing at St. Mary's College in Moraga, California. Kristin has guest lectured extensively at top MBA programs including Stanford Graduate School of Business, Haas Business School at University of California Berkeley, Northwestern's Kellogg School, and the University of Chicago.
From the Back Cover
Many CEOs, business leaders, and marketing managers see their playing field as largely fixed and overemphasize downstream marketing, failing to embrace the power of upstream marketing to build strong brands and transform their business. In some cases, they've surrendered the foundational principles of marketing to the digital era, including an over-reliance on marketing push tactics.
The purpose of Upstream Marketing is to change that perspective and provide the principles, tools, and techniques to redefine the playing field and unlock growth.
This business book best seller introduces the concept of upstream marketing, defines it, and establishes a new framework to drive growth, drawing on core principles of insight, identity, and innovation. These principles, when combined with six upstream marketing best practices and four business framing questions, facilitate a strategic approach to fulfilling customer needs and creating new market spaces.
The purpose of Upstream Marketing is to change that perspective and provide the principles, tools, and techniques to redefine the playing field and unlock growth.
This business book best seller introduces the concept of upstream marketing, defines it, and establishes a new framework to drive growth, drawing on core principles of insight, identity, and innovation. These principles, when combined with six upstream marketing best practices and four business framing questions, facilitate a strategic approach to fulfilling customer needs and creating new market spaces.
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