Upstream Marketing: Unlock Growth Using the Combined Principles of Insight, Identity, and Innovation

by Tim Koelzer, Kristin Kurth

AMAZON BESTSELLER in Global Marketing, Product Management, and other Categories In Upstream Marketing , 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 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.

Genres: Business, Nonfiction

304 pages, Hardcover

Published April 11, 2021

Reviews

[Joe Williams · Rating 5 out of 5]

Upstream Marketing: Unlock Growth Using the Combined Principles of Insight, Identity, and Innovation

Jim Collins' 'Good-to-Great' is arguably one of the best business books written and one of my all-time favorites. While this book may not be at that level, it takes a similar approach: distills stories and anecdotes into a series of principles/practices that the best companies follow. It's well structured -- three parts, two chapters per chart, wrap-up chapter questions, and well-researched. I learned a lot and recommend it to any one who wants a deeper understanding of business strategy.

[Crystal · Rating 2 out of 5]

Very Boring

I read this entire book and only remember that your objectives must center around the customer. Design, implement, invent, and provide what the customer wants and needs. If necessary, poll potential customers to determine what they expect out of your product. Cast a wide net of ideas and start removing the bad ones early so not many resources are spent on a bad product. Heavy on the technical terms and very, very boring.
#GoodreadsGiveaway

[AL Kepple · Rating 5 out of 5]

This book gave me a lot to think about. It pared nicely with another book I had read about upstream problem solving. A lot of information to think about. I really liked how the different ideas and strategies were presented with an over view of four very different companies and how they incorporate this kind of thinking into their businesses. Definitely worth a read.

[Virginia · Rating 4 out of 5]

⭐️⭐️⭐️⭐️
I received an advance review copy for free, and I am leaving this review voluntarily.
Upstream Marketing provides practical insights and strategies that are easy to understand and apply in real-world situations. It's a valuable resource for anyone looking to improve their skills and approach to business challenges.

[John]

Will start reading this soon, just won the book

[Carol & Russell · Rating 4 out of 5]

Not bad book.

[Nat · Rating 3 out of 5]

Technical truly. Maybe if sales technique was an all consuming obsession I would have adored. Just remember customer first.

[Katie Kraft · Rating 5 out of 5]

Great insight into marketing strategy, including a framework for unlocking growth. I work in finance, (though have an MBA) and this does a nice job of extending marketing knowledge.

[Giovanni Caponigro · Rating 5 out of 5]

Absolutely loved this book. Very helpful and interesting. Kristin sounds like an amazing person.

[Carole Skees · Rating 4 out of 5]

Marketing strategy at its best.

[Jeremy Smith · Rating 5 out of 5]

Insight, Identity, and Innovation. This book does a good job of explaining what's required for inbound marketing. I really liked it.

[Kenton Hills · Rating 5 out of 5]

I really enjoyed this book. It shows how the best companies grow by applying three key principles. It presents an interesting upstream marketing framework, supported by compelling research, case studies, quotes, and the authors' real-world consulting experience.