From Marginal to Mainstream

Dr Helen Edwards straddles the business and academic worlds of marketing through teaching, writing and consultancy. She is an award-winning columnist at Marketing Week, an adjunct associate Professor of Marketing at London Business School, and sits on the board of the UK Effies. She is also the author of Creating Passion Brands, published by Kogan Page and is based in London, UK.

• Chapter - 00: Introduction;Section - ONE: The margins and why they matter;Chapter - 01: From ‘Does anyone do that?’ to ‘Doesn’t everyone do that?’;Chapter - 02: Why modern mainstream marketing is a low-growth zone;Chapter - 03: Going for growth - Why the margins? And why now?;Section - TWO: How to read the margins;Chapter - 04: Overview;Chapter - 05: A smouldering fire in the fringes - The elemental beacons;Chapter - 06: What’s hidden, what’s there and what could be - The revelatory beacons;Chapter - 07: Shakers of place and pace - The opportunity beacons;Chapter - 08: An irresistible momentum - The growth beacons;Section - THREE: A strategy for growth;Chapter - 09: Overview;Chapter - 10: Entrepreneurs get it – They are marginals too;Chapter - 11: Growth from the margins - A marketer’s playbook;Chapter - 12: The M2M advantage - Seven things every leader should know

"Essential reading for any organization seeking growth in today's difficult economic environment. Full of practical tools and examples."