Upstream Marketing

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

By: Tim Koelzer, Kristin Kurth

Narrated by: Chris Abell

AMAZON BESTSELLER in Global Marketing, Product Management, and Other Categories

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, 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.

©2021 Tim Koelzer, Kristin Kurth (P)2024 Tim Koelzer, Kristin Kurth

Upstream Marketing - My Commute Companion

I'm back to commuting after the pandemic and thought I'd kill two birds with one stone. The timing is perfect. My company is undertaking a growth strategy initiative and this book provides a useful perspective. It espouses a "first principles" approach to strategy development, which breaks marketing down into its essential components and builds them back up again. I learned a lot and am integrating the approach within our current planning exercise.

solid corporate marketing basics and frameworks

solid marketing questions and fundamentals the tone was a bit preachy, but if I was in corporate marketing environment this book would be better for me.