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About Kristin Kurth
Kristin has an accomplished career in both upstream and downstream marketing. Her perspective comes from working across a wide range of industries, including consumer and luxury goods, financial services, automotive, healthcare/biotech, publishing, real estate, hospitality, technology, and for an array of non-profits.
Kristin co-founded EquiBrand Consulting, helping clients from startups to Fortune 100 companies strategize, plan and launch integrated brand-building initiatives. She has developed an extensive ecosystem of marketing and brand-building partners who contribute to EquiBrand engagements as needed.
Kristin began her career in advertising as a media planner on the Procter & Gamble business. She then worked in account management at BBDO and Ogilvy Chicago on packaged goods businesses, spending the majority of her early career at Ogilvy, where she was a Senior Partner and Worldwide Management Supervisor in charge of the Wilson Sporting Goods business globally.
Kristin has a BBA from the University of Michigan Ross School of Business and an MBA from the University of Chicago Booth School of Business, with specialization in marketing, finance and economics.
She is an adjunct professor of marketing in the undergraduate and graduate programs of the School of Economics and Business Administration at St. Mary’s College in Moraga, California. Kristin has also guest lectured extensively at top MBA programs including Stanford Graduate School of Business, Haas Business School at University of California Berkeley, Northwestern’s Kellogg School of Management, and the University of Chicago’s Booth School of business.
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Titles By Kristin Kurth
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, best-selling 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.
An invaluable tool for business leaders looking for mindset, strategy, and processes that will help them improve their organization proactively, instead of reactively, Upstream Marketing includes meticulous analysis of seven profile companies, breaking down the values and principles that make them great—and offering some how-to tips you can apply yourself. The authors also draw on examples from their own work with clients to help illustrate how applying the principles of upstream marketing correctly and at the right time can impact the health, growth, and success of any business.