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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.
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Nadine Gordimer
Paperback
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R205
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