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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Second Edition by Jeffrey Babin, Shellye Archambeau, Howard L. Morgan, Leonard M. Lodish

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10. Create an Ecosystem to Maximize Product/Service Lifetime Profitability

Pebble: The Start-Up Taking on Multibillion-Dollar Global Companies

In May 2012, Pebble Technology Corporation not only set the record for the most funds raised in a Kickstarter crowdfunding campaign—$10,266,845—but it also kicked off the development of a dedicated smartwatch ecosystem. The Pebble Watch was positioned as a customizable smartwatch for those who wanted to join the early rush to the emerging wearable technology market. Pebble Watch reflected several design choices that resonated with the early adopters on Kickstarter. As a companion to the iPhone and most Android smartphones, the Pebble Watch was a timepiece and accessory for the smartphone, not a replacement. ...

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