Description
American Marketing Association The Organic Growth Playbook by Bernard J Jaworski Robert S Lurie
Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. Jaworski and Lurie offer a novel approach to the problem of growth based on two simple but profound insights. First they demonstrate that in every purchase process there are a few highyield customer behaviors that matter most in determining whether and what customers buy. Second they show how changing those highyield customer behaviors can consistently drive faster revenue growth. Drawing on decades of client work the authors provide a detailed engaging account of a proven system for accelerating or even doubling growth. As evidence of its value the system has been adopted by a host of Fortune 500 firms as their marketing and growth planning process. show more