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.
Price: $20.99
Pages: 304
Publisher: Emerald Publishing Limited
Imprint: Emerald Publishing Limited
Series: American Marketing Association
Publication Date:
03 August 2020
ISBN: 9781839826870
Format: Paperback
BISACs:
BUSINESS & ECONOMICS / Marketing / Research, Business strategy, BUSINESS & ECONOMICS / Business Communication / General, BUSINESS & ECONOMICS / Organizational Behavior
'Organic profitable growth is critical for the long-term health of a business and requires at least three ingredients: high-potential markets, valuable/well-marketed offerings, and strong commercial leadership teams. The Organic Growth Playbook by Bernie Jaworski and Bob Lurie doesn’t help you find a growth market or create a valuable product and service offering, and it doesn’t try to teach you how to lead. Rather, it focuses on the marketing process and how to best map those extremely high value "moments of truth" in the purchasing process with a focus on very distinct high-yield market segments and behaviors. Bernie and Bob’s proposition flips marketing 101 on its head, and can lead to high return by not only catalyzing increased revenue growth, but also by reducing marketing spend.'
Bernard Jaworski is the Peter F. Drucker Chair at the Drucker School of Management. He has published extensively in the most highly regarded marketing journals and has been ranked among the most highly cited scholars in the field of marketing. He has won all three major awards from the Journal of Marketing - the Maynard, Alpha Kappa Psi, and Jagdish Sheth Award - as well as several other awards. For 10 years he was a senior partner at Monitor Group, a global management consulting firm, where he helped lead several large-scale transformations of marketing at Fortune 500 firms.
Bob Lurie is Vice President, Corporate Strategy, for Eastman. Prior to joining Eastman, he was a senior partner, then Co-Managing Partner of Monitor Group. He founded Monitor's marketing and growth practice, and was the architect of the innovative approach to organic growth that fueled its success and laid the groundwork for the Organic Growth Playbook. Over his career, he worked with scores of CEOs and GMs, in nearly every sector and part of the world to create successful growth strategies and help them adopt the approach organization-wide. Bob was a Phi Beta Kappa from Amherst College and earned his PhD. in economics from Yale University.
Chapter 1. Overview of the Organic Growth Playbook
Chapter 2. Terrafix: Reigniting Blockbuster Growth in Pharmaceuticals
Chapter 3. First Principle: Map the Buying Process Waterfall
Chapter 4. EnServ: “Everyone Sees the Market the Same Way”
Chapter 5. Second Principle: Propensity-Based Segmentation
Chapter 6. Sparkle Cosmetics: Winning at the Wall
Chapter 7. Third Principle: Unearth the Critical Drivers
Chapter 8. Caesar Financial: “We Need the Whole Client Portfolio!”
Chapter 9. Fourth Principle: Develop a Behavior
Chapter 10. Fifth Principle: Invest Disproportionately
Chapter 11. Applying the Playbook in Different Markets
Chapter 12. Overcoming Organizational Roadblocks
