{"product_id":"from-marginal-to-mainstream-why-tomorrows-brand-growth-will-come-from-the-fringes-and-how-to-get-there-first-9781398604315","title":"From Marginal to Mainstream: Why Tomorrow's Brand Growth Will Come from the Fringes and How to Get There First","description":"\u003cp\u003e • Author(s): Helen Edwards\u003cbr\u003e • Publisher: Kogan Page\u003cbr\u003e • Publisher Imprint: Kogan Page\u003cbr\u003e • BISAC: Marketing - General\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eLegacy brands are struggling. The hand-to-hand combat for advantage has become a zero-sum game - producing small share gains and losses but nothing to bring about sensational new growth. \u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003eThis book shows why businesses, marketers and entrepreneurs need to break free from their 'mainstream inhibition' and turn their attention to the margins - to confront, evaluate and embrace the 'strangeness' of behaviours, ideas and ways of life at the fringes. \u003cp\u003e\u003c\/p\u003eWhy? Because marginal behaviours can break through and take off. They can go mainstream. They can unleash 'consumer-driven disruption', promoting new innovation, new routes to market, new winners and losers - and new growth. \u003cp\u003e\u003c\/p\u003eUsing original research and analysis of the brands that have successfully backed marginal behaviours, \u003ci\u003e\u003cb\u003e From Marginal to Mainstream\u003c\/b\u003e\u003c\/i\u003e provides a framework for understanding and evaluating this non-obvious, untapped potential. \u003cp\u003e\u003c\/p\u003eMarginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future. \u003cp\u003e\u003c\/p\u003eToday's margins are tomorrow's pot of gold - if you know where and how to look.","brand":"Kogan Page","offers":[{"title":"Paperback","offer_id":45036939837591,"sku":"9781398604315","price":3611.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9781398604315.webp?v=1768543619","url":"https:\/\/atlanticbooks.com\/products\/from-marginal-to-mainstream-why-tomorrows-brand-growth-will-come-from-the-fringes-and-how-to-get-there-first-9781398604315","provider":"Atlantic Books","version":"1.0","type":"link"}