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

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.