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The Organic Growth Playbook : Activate High-Yield Behaviors To Achieve Extraordinary Results - Every Time.
・ISBN 978-1-83982-687-0 paper US$ 20.99
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| 著者・編者 | Jaworski, Bernard / Lurie, Bob, |
|---|---|
| シリーズ | American Marketing Association |
| 出版社 | (Emerald, UK) |
| 出版年月 | 2020 |
| ページ数 | 348 pp. |
| 言語 | ENG |
| ニュース番号 | ＜659-L1716 659-P2653＞ |
解説
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.