Activate High-Yield Behaviors to Achieve Extraordinary Results
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.
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A Part of the AMA 7 Big Problems Book Series
At the center of the AMA intellectual agenda, you’ll find the seven big problems in marketing. These are the areas where marketers find frustration, a need for more influence and overall stumbling blocks for being more successful professionals. Our goal is to not just identify these issues, but also help you find solutions to overcoming them. A piece of the solution is the AMA seven big problems book series where we’re using academic research and proven marketplace strategy to go deeper into each topic, so you’re equipped to excel in your career.
Authors
Bernie Jaworski
Peter F. Drucker Chair at the Drucker School of Management
Robert S. Lurie
Vice President, Corporate Strategy, Eastmann