Legacy brands are struggling. The hand-to-hand combat for advantage has become a zero-sum game - producing small share gains and losses but nothing to bring about sensational new growth. This book shows why businesses, marketers and entrepreneurs need to break free from their 'mainstream inhibition' and turn their attention to the margins - to confront, evaluate and embrace the 'strangeness' of behaviours, ideas and ways of life at the fringes. Why? Because marginal behaviours can break through and take off. They can go mainstream. They can unleash 'consumer-driven disruption', promoting new innovation, new routes to market, new winners and losers - and new growth. Using original research and analysis of the brands that have successfully backed marginal behaviours, From Marginal to Mainstream provides a framework for understanding and evaluating this non-obvious, untapped potential. Marginal behaviours may be unpromising, untested, weird, even sometimes repulsive - yet they can point the way to the future. Today's margins are tomorrow's pot of gold - if you know where and how to look.

They are often portrayed as outsiders: ethnic minorities, the poor, the disabled, and so many others—all living on the margins of mainstream society. Countless previous studies have focused on their pain and powerlessness, but that has done little more than sustain our preconceptions of marginalized groups. Most accounts of marginalization approach the subject from a distance and tend to overemphasize the victimization of outsiders. Taking a more intimate approach, this book reveals the personal, moral, and social implications of marginalization by drawing upon the actual experiences of such individuals. Multidisciplinary and multicultural, Identity on the Margin addresses marginalization at a variety of social levels and within many different social phenomena, going beyond familiar cases dealing with race, ethnicity, and gender to examine such outsiders as renegade children, conservative Christians, and the physically and mentally disabled. And because women are especially subject to the effects of marginalization, feminist concerns and the marginalization of sexual practices provide a common denominator for many of the essays. From problems posed by "complimentary racism" to the status of gays in Tony Blair's England, from the struggle of Native Americans to preserve their identities to the singular problems of single mothers, Identity on the Margin takes in a broad spectrum of cases to provide theoretical analysis and ethical criticism of the mechanisms of identity formation at the edges of society. In all of the cases, the authors demonstrate the need for theory that initiates social change by considering the ethical implications of marginalization and criticizing its harmful effects. Bringing together accounts of marginalization from many different disciplines and perspectives, this collection addresses a broad audience in the humanities and social sciences. It offers a basis for enhancing our understanding of this process—and for working toward meaningful social change.

This is a detailed and comprehensive account of women's participation in mainstream American politics at national, state, and local levels during the last 30 years. Hartmann traces their growing role in the political process and describes the issues around which they have mobilized--Equal Rights Amendment, the Equal Pay Act, Federal child care programs, and the appointment of women to high government posts. She notes how the black civil rights movement provided a new frame of reference for a women's movement, and discusses women's participation in the grassroots movements of the 1960s, in major women's organizations, such as the National Organization for Women and National Women's Political Caucus, and looks at women as political candidates and officeholders, and shapers of public policy. ISBN 0-394-35610-1: $29.95.

Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between their brands and customers. This book uses interviews and case studies to show how brands such as Harley-Davidson, Google, Zara clothing, and Camper shoes have outstripped the growth of their peers by igniting passion among employees and consumers alike. They are "passion brands," and they show the way forward for marketing in the 21st century. Drawing on both research and academic theory, the authors put forward a practical, systematic approach to the business of creating passion brands from existing brands. Always vivid, often contentious, Creating Passion Brands shows what really counts at the heart of branding today.

On one hand, marginals are complex organizational systems. On the other hand, they are an example of elegant, applied organizational operations. In The Marginal Organization, Tafoya focuses on organizations often described as part of an informal economy, informal sector, underground economy, or unofficial economy. He presents these systems first as organizations and then as organizations operating outside of society's mainstream, as marginal organizations. He outlines a means for studying marginals so that underlying behavioral patterns can be identified, examined and, if needed, addressed. A simple approach to a study of marginal organizations might conclude they exist simply to meet the needs of their stakeholders - they do not. Thinking of marginals as competing in the context of other organizations allows the reader the opportunity to explore new themes, such as when and how marginals may be more inventive and innovative that mainstream organizations, and what one might conclude about illegal marginals like drug pushers and prostitutes. Tafoya's newest contribution to the field of organizational study is not to be missed.

Philip F. Williams has published nine books in East Asian studies, including The Great Wall of Confinement (UCal, 2004), and has been Professor of Chinese at Massey University and Arizona State University. --

Women's leadership in Spiritualism and Christian Science / Ann Braude -- The feminism of "Universal Brotherhood," women in the Theosophical Movement / Robert Ellwood and Catherine Wessinger -- Emma Curtis Hopkins, a feminist of the 1880's and mother of new thought / J. Gordon Melton -- Myrtle Fillmore and her daughters, an observation and analysis of the role of women in Unity / Dell deChant -- Woman guru, woman roshi, the legitimation of female religious leadership in Hindu and Buddhist groups in America / Catherine Wessinger. -- Part 3. Contemporary women as creators of religion: Ritual validations of clergywomen's authority in the African American Spiritual churches of New Orleans / David C. Estes --. - Twentieth-century women's religion as seen in the feminist spirit.

An exploration of what drives party-based Euroscepticism and why some parties are Eurosceptic. This book looks at what makes mainstream opposition parties careful not to appear Eurosceptic and asks whether Euroscepticism is an aberration of politics, an extreme populist ideology, or just politics as usual.

The second book in the series focuses on participation and practice, and discusses a range of ways in which Kingdom-centred mission can be embedded in the actually existing realms of activity and need in marginal places. The book explores five different realms of practice, each presenting opportunities for innovative expressions of incarnational attentiveness to marginalized communities and people. It seeks to inspire prayerful and discerning activity that tunes into what Jesus is doing in local places, rather than providing any kind of "off-the-shelf" checklist of prefigured mission tactics. It challenges readers to take their faith-praxis beyond orthodox congregational settings and out into the everyday realms of life in marginal places.