nobodys darling
Radical Marketing: From Harvard to Harley, Ten Who Broke the
ISBN: , SKU: , AUTHOR: Rifkin, Glenn / Hill, Sam, PUBLISHER: HarperBusiness, How did the Grateful Dead use its fanatical following to build a $100 million band that still thrives today, despite the fact that the band split up in ? How did upstart Boston Beer Company--makers of Sam Adams--revolutionize the beer industry and prevail over lumbering incumbent Anheuser-Busch without an advertising budget? And how did lams create the premium pet food market and grow from $16 million to $600 million in sales in just fifteen years, while charging twice the price of competitor Ralston-Purina? Through radical marketing. In the tradition of such bestsellers as "Thriving on Chaos" and "Built to Last, Radical Marketing" is a fresh, provocative 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 an oft-quotes expert on marketing, 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 expansion--than on short term profits. And, despite their current success, each started out with little more than a passion for their products, forcing them to do things more cheaply and creatively. How do these commonalties equal success? In "Radical Marketing," you willlearn how: by forging long-term strategic alliances and seeding the globe with enthusiastic missionaries, the NBA has become the most powerful global sports brand in the world, elevating ticket sales and TV rights to $2 billion; Harley-Davidson helped spur its regeneration by starting a club of owners--and, in so doing, re-established itself as an enduring brand, a darling of Wall Street, and nothing less than an American icon of freedom and individuality; little-known EMC became the dominant player in the computer storage market, eclipsing industry leader IBM--by aggressively courting IBM' s customer base and creating a community of users around EMC' s products; Snap-on Tools owns 60 percent market share and became a nearly $2 billion company, selling tools door-to-door to its core customer base of over one million auto mechanics; Providian Financial, whose CEO lacked any formal marketing training and expertise, cracked new markets and won an army of new customers without using focus groups or any traditional advertising; Harvard Business School created the market for graduate business schools and established itself as the gold standard of its industry not by resting on the laurels of the auspicious Harvar
The Kid: A Season with Sidney Crosby and the New NHL
ISBN: , SKU: , AUTHOR: Richer, Shawna / MacGregor, Roy, PUBLISHER: McClelland & Stewart, A Season with Sidney Crosby and the New NHL. A gripping account of the rookie season of the NHL's next great saviour. When Sidney Crosby was first drafted by the Pittsburgh Penguins, we knew he was bright, photogenic, personable, and a media darling. The only question that remained was whether he could handle the big time. From an international advertising deal with Reebok to a season of personal triumphs and gut-wrenching challenges -- with a little argument from Don Cherry along the way -- Sid the Kid has proven that he is the man. In the tradition of "A Season on the Brink" and Peter Gzowski's "The Game of Our Lives," Shawna Richer has had the exclusive assignment of chronicling Sidney Crosby's incredible rookie season. Beginning with the NHL entry draft that almost never was, Richer follows Crosby to Pittsburgh, where he is greeted as the team's saviour and moves in with living legend Mario Lemieux. Just eighteen, the league's youngest player makes the leap to the NHL look easy and is named its best rookie in his first month, while performing under great expectations and intense scrutiny. He quickly becomes his team's leading scorer and best player; there are triumphant openings in New York, Toronto, and Montreal. But like Gretzky and Lemieux, the young superstars who came before him, his first NHL season provides immense challenges. The Penguins struggle to win games and fire their coach early on, all with the threat that the team may be sold and leave Pittsburgh hanging over their heads. Through it all, Crosby rises to each challenge. His story is destined to become a classic. "With less than a minute left to play, and the game appearing to be headed to a shootout, Crosby vaulted over the bench for his final shift. At the same time, across the rink in the corner near the Penguins net, Ryan Malone pulled the puck onto his stick. The rangy sophomore forward looked around for an open man nearby, but then he spied Crosby near centre ice, just starting to head across the zone. The rookie was wide open and all alone. Malone fired a long lead pass to his teammate straight up the middle of the rink. Just over the centre line, Crosby pulled the puck in and charged into the Flyers zone, all the anger from earlier contained entirely on the blade of his stick. The only thing between him and Niittymaki was less than ninety feet of well-worn ice. The Finnish goaltender shimmied out of his crease in an attempt to cut down the view of the net, but Crosby was churning so hard and so fast he quickly backed up. Sidney spotted an opening on Niittymaki's stick side, and in an instant, he shot and scored. He raised his arms and shouted. He circled back toward centre ice, all broken teeth and fat lip and unbridled rage and joy and sweet revenge in one package. The crowd roared its displeasure." -From "The Rookie" "From the Hardcover edition."