Radical Marketing Approach

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Radical Marketing Approach
Cornelius Streit, Manager, Singapore

In their book "Radical Marketing: From Harvard to Harley, Lessons From Ten That Broke the Rules and Made It Big", Glenn Rifkin and Sam Hill lay out a set of marketing innovation guidelines that can help companies to adopt a Radical Marketing approach
1. The CEO must own the marketing function.
2. The marketing department has to start small and flat and stay small and flat.
3. Get face-to-face with the customers.
4. Use market research cautiously.
5. Hire only passionate missionaries, not marketers.
6. Love and respect customers as individuals, not as numbers on a spreadsheet.
7. Create a community of customers.
8. Rethink the marketing mix.
9. Celebrate common sense and compete with larger competitors through fresh and different marketing ideas.
10. Be true to the brand and obsessive about brand integrity.

Radical Marketing Core Group
R. Mallory Starr, Management Consultant, United States
Your comment titled radical marketing caught my attention especially. To implement a marketing program and achieve objectives -- certainly the CEO or top level executives as involved sponsors helps.
What I also think that makes it go well is getting a core group dedicated to the task. The core group's enthusiasm can spread provided it is aligned, goals are clear as are action steps re who does what are specific. But expect no immediate miracles and watch for long term trends.



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