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 high-yield customer behaviors that matter most in determining whether and what customers buy.
Second, they show how changing those high-yield 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.
This book forms part of the American Marketing Association (AMA) Leadership series: The Seven Problems of Marketing.
- ISBN13 9781839826870
- Publish Date 3 August 2020 (first published 1 October 2018)
- Publish Status Active
- Publish Country GB
- Imprint Emerald Publishing Limited
- Format Paperback
- Pages 304
- Language English