Radical Marketing Approach

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Marketing > Best Practices > Radical Marketing Approach

Radical Marketing Approach
Cornelius Streit, Manager, Singapore, Moderator
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.
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Radical Marketing Core Group
R. Mallory Starr, Management Consultant, United States, Member
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