Marketing Without Money, How 20 Top Australian Entrepreneurs Crack Markets With Their Minds

Description

In this book the authors "reveal how twenty of Australia's finest contemporary entrepreneurs have managed to crack new markets, with little or no initial financial backing, stealing a march under the very gaze of supremely better-resourced and well-trenched opposition". They "show how, by intuitively applying 'conceptual creativity', these entrepreneurs discover and implement new 'business, product and service concepts' which remove them from the competitive rat race, and which create a new race in which they can lead." They "demonstrate that, while most business people are constrained by patterns of thinking to conformity with industry norms and practice, highly successful entrepreneurs deliberately challenge such convention, doggedly discovering and pioneering new concepts that previously either had not been considered or were regarded as unpromising." – page 16.