Upstream Marketing: Unlock Growth Using the Combined Principles of Insight, Identity, and Innovation
Categories: Books, Business & Money, Finance



Dimensions: 6 x 0.75 x 9 inches
ISBN-13: 979-8647801166
Language: English
Print length: 300 pages
Publication date: June 28, 2021
subtitle: Paperback – June 28, 2021
author: Visit Amazon's Tim Koelzer Page search results Tim Koelzer Visit Amazon's Kristin Kurth Page search results Kristin Kurth
review: Editorial Reviews Review "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." -- Philip Kotler, S.C.Johnson & Son Distinguished Professor (emeritus) of International Marketing, Kellogg School of Management, Northwestern University From the Author 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. What You'll Learn: Best practice insight. Learn how Amazon, Apple, Google, Nike, Starbucks, Southwest Airlines, and Walt Disney use upstream marketing to unlock growth Proven approach. Discover the upstream marketing framework, including four framing questions, three principles, and six best practices (all in one place) Practical application. 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. In this book, we'll cover: 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 Let's dive in! 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. 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. 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. Read more