Marketing Through Stories

Real Case Studies for Building Your Own Strategy

von Kiet Huynh

188 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

Why did a former chemistry teacher build a $310,000-a-year candle business without running a single ad? And why did a beloved toy company nearly go bankrupt while kids loved its product as much as ever?This book teaches marketing through four real stories instead of definitions: a street beggar, a toy company relearning what it could actually win, a razor brand learning the limits of borrowed fame, and a candle maker up against rivals many times her size.Inside, you'll find: - A $150 million loss, and the turnaround after it. LEGO cut its unique plastic parts from about 12,900 to roughly 7,000, and by 2013 passed Hasbro to become the world's second-largest toy company.- A global campaign that nearly unraveled overnight. Gillette built "the best people use the best gear" around three famous athletes, then learned what happens when a brand's reputation rides on one person's private life.- A $28 candle next to a $14 one on the same shelf, and the Competitive Profile Matrix that shows why the cheaper option isn't the bigger threat.- A real one-page marketing plan: $21,700 budgeted, eight new wholesale accounts targeted, a fourteen-scent lineup cut to the eight or nine that actually sell, built from three years of a small business owner's own sales data.No business degree is assumed. Every idea arrives wrapped around an example anyone can picture, explained in plain language the moment it appears.For office workers, small business owners, marketing students, and anyone curious how the businesses around them decide what to sell and how to talk about it.Four stories. One habit underneath all of them: paying closer attention than the competition does.

• Reihe: Independently published
• ISBN: 9798175794749
• Sprache: Englisch
• Erscheinungsdatum: 20.09.2026
• Größe: 235 x 191 mm
• Verlag: Independently published