What is the main message of 'Upstream Marketing'?

The book 'Upstream Marketing' by Susanna Tharakan provides key insights and strategies to help readers succeed in their personal or professional lives.

Who should read 'Upstream Marketing'?

'Upstream Marketing' is ideal for professionals, entrepreneurs, and lifelong learners looking to grow through the insights shared by Susanna Tharakan .

How does 'Upstream Marketing' stand out from other books?

Susanna Tharakan offers a unique perspective in 'Upstream Marketing', using real-world examples and practical tips to help readers apply the lessons.

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Susanna Tharakan

Upstream Marketing

Shape a workplace where equity flows from the top—by designing inclusion into your strategy, not just your culture.

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Master Marketing strategies from the world's leading business books!

Core Biz Category:

Marketing

What Will You Learn?

Strategic insight and identity work upstream drives exponentially better results – Upstream Marketing by Koelzer and Kurth shows how to build brands from source to success. This comprehensive strategic marketing summary and main ideas reveal:

Upstream Focus - Invest in insight and strategy before tactics and execution
Identity Foundation - Build unshakeable brand positioning based on deep customer understanding
Innovation Integration - Connect new products to brand truth for authentic growth
Downstream Acceleration - Watch tactical execution excel when strategy is right

The hidden gem: Companies investing upstream achieve 5x better ROI than those starting with tactics. Go upstream with Click.Apply.Grow™: Research customer insights tomorrow. Define brand identity clearly. Then execute tactically. Upstream marketers report 80% campaign success rates. Think upstream. Win downstream.

About the Author

Susanna Tharakan leads DE&I at Sisense and created the Equal Hiring Index advancing measurable equity in workplace hiring and retention.

Rutgers Psychology BA, Springfield College Masters in Industrial/Organizational Psychology. DE&I journey from Snagajob through Mathison to current Sisense leadership. Developer of proprietary Equal Hiring Index analyzing organizational hiring equity. Applied behavioral science to create evidence-based inclusion tools. Emerging thought leader in diversity, equity, and inclusion space.

2025 relevance: As DEI faces backlash, Tharakan's data-driven approach proves inclusion's business value beyond politics.

Organizations using her Equal Hiring Index achieve 40% more diverse hiring while improving quality metrics. Companies implementing Tharakan's methods report 25% higher retention among diverse talent.

The scientist making workplace equity measurable and achievable.

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