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.

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Jaworski, Bernard J. (Autor), Lurie, Bob (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: United Kingdom : Emerald Publishing, 2020.
Colección:American Marketing Association Ser.
Temas:
Marketing.
Corporations > Growth.
Marketing
Sociétés > Croissance.
marketing.
Sales & marketing management.
Business & Economics > Marketing > General.
Corporations > Growth
Acceso en línea:Texto completo
Texto completo
Tabla de Contenidos:
  • 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
  • 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
  • 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
  • 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
  • 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

Ejemplares similares