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The organic growth playbook : activate high-yield behaviors to achieve extraordinary results - every time /
Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. In this re-published book, Jaworski and Lurie offer a novel approach to this problem of growth.
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
United Kingdom :
Emerald Publishing,
2020.
|
| Colección: | American Marketing Association Ser.
|
| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
MARC
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| 100 | 1 | |a Jaworski, Bernard J., |e author. | |
| 245 | 1 | 4 | |a The organic growth playbook : |b activate high-yield behaviors to achieve extraordinary results - every time / |c Bernard Jaworski, Bob Lurie. |
| 264 | 1 | |a United Kingdom : |b Emerald Publishing, |c 2020. | |
| 300 | |a 1 online resource | ||
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| 490 | 1 | |a American Marketing Association Ser. | |
| 505 | 0 | |a Intro -- Half Title Page -- Title Page -- Copyright Page -- Contents -- AMA Introduction to Book Series -- Book Series Overview -- Preface -- 1: Overview of the Organic Growth Playbook -- Senior Management's Most Pressing Problem: Revenue Growth -- The Organic Growth Playbook -- First Principle: Map the Buying Process Waterfall -- Second Principle: Use Propensity-based Segmentation -- Third Principle: Unearth the Critical Drivers and Barriers of Target Behavior -- Fourth Principle: Develop a Behavior Change Value Proposition -- Fifth Principle: Invest Disproportionately -- The Path Forward | |
| 505 | 8 | |a 2: Terrafix: Reigniting Blockbuster Growth in Pharmaceuticals -- The Buying Process and High-yield Behavior Change -- Rethinking Segmentation -- Drivers and Barriers to Behavior Change -- Behavior Change Value Proposition -- Disproportionate Investment -- Epilogue -- 3: First Principle: Map the Buying Process Waterfall -- Conventional Wisdom -- The Playbook Approach: Map the Buying Process Waterfall -- What Characteristics Determine a High-Yield Behavior? -- The First Principle Explained -- Making the Choice: Picking and Defining the Behavioral Objective | |
| 505 | 8 | |a Upstream Versus Downstream Behavioral Objectives -- Conclusion -- 4: EnServ: "Everyone Sees the Market the Same Way" -- The Buying Process and High-yield Behavior Change -- Rethinking Segmentation -- Drivers and Barriers to Behavior Change -- Behavior Change Value Proposition -- Disproportionate Investment -- Epilogue -- 5: Second Principle: Use Propensity-Based Segmentation -- Conventional Wisdom -- The Playbook Approach: Propensity-based Segmentation -- The Second Principle Explained -- Dueling Segmentations -- Part 1: Identify Actionable and Meaningful Segmentation Variables | |
| 505 | 8 | |a Choosing Actionable Variables -- Part 2: Construct the Segmentation Frame and Propensity Heat Map -- Part 3: Define Propensity-based Segments -- Conclusion -- 6: Sparkle Cosmetics: Winning at the Wall -- The Buying Process and High-yield Behavior Change -- Rethinking Segmentation -- Drivers and Barriers to Behavior Change -- Behavior Change Value Proposition -- Disproportionate Investment -- Epilogue -- 7: Third Principle: Unearth the Critical Drivers and Barriers of Target Behaviors -- Conventional Wisdom -- Product Centricity -- A Bias for Drivers -- Easy to Do Business With | |
| 505 | 8 | |a The Playbook Approach: Drivers and Barriers of Behavior Change -- The Third Principle Explained -- Step 1: Complete the CBF -- Step 1a: Document Behaviors and Outcomes -- Step 1b: Define the Customer's Desired Experience -- Step 1c: Document Preexisting Beliefs and Attitudes -- Step 1d: Describe Social and Physical Context (Situation) -- The Model in Motion: Seeing the CBF as a Whole -- Step 2: Write the Customer Narrative -- Step 3: Extract the Drivers and Barriers -- Conclusion -- 8: Caesar Financial: "We Need the Whole Client Portfolio!" -- The Buying Process and High-yield Behavior Change | |
| 520 | |a Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. In this re-published book, Jaworski and Lurie offer a novel approach to this problem of growth. | ||
| 590 | |a Emerald Insight |b Emerald All Book Titles | ||
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Corporations |x Growth. | |
| 650 | 2 | |a Marketing | |
| 650 | 6 | |a Marketing. | |
| 650 | 6 | |a Sociétés |x Croissance. | |
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| 650 | 7 | |a Business & Economics |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a Corporations |x Growth |2 fast | |
| 650 | 7 | |a Marketing |2 fast | |
| 700 | 1 | |a Lurie, Bob, |e author. | |
| 776 | 0 | 8 | |i Print version: |a Jaworski, Bernard. |t Organic Growth Playbook : Activate High-Yield Behaviors to Achieve Extraordinary Results - Every Time. |d Bingley : Emerald Publishing Limited, ©2020 |z 9781839826870 |
| 830 | 0 | |a American Marketing Association Ser. | |
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