The Growth Director's Secret
Why Businesses Struggle to Grow - and What You Can Do to Change it
1. Auflage
Erschienen am 26. Januar 2017
248 Seiten
978-1-4729-3630-1 (ISBN)
Beschreibung
Shortlisted for the CMI's Management Book of the Year Award 2018 and the Business Book Awards 2018
Growth can be the most important attribute that any business can have, and yet is commonly the least well-managed area of a business' operations.
Explaining why this is, The Growth Director's Secret examines the structural/cultural factors that hold many conventionally-organized companies back. The book explores important new insights from neurological research, which reveal near-universal misunderstandings about consumer motivations, shopping behaviour and brand choice. Andy Brent shows how these flaws lead many businesses to develop bland, undifferentiated consumer propositions and wasteful commercial/marketing plans, which condemn them to year upon year of stagnant growth.
The book challenges much current commercial and marketing thinking, and introduces important new ideas such as:
· The Big Growth Mistake that almost all companies make;
· Shopping on Auto-pilot;
· the crucial Moments of Maximum Emotional Impact (MoMIs) where all brand choice decisions are made; and
· Marketing at Open Minds - a challenging new way to think about building growth-orientated marketing plans.
The Growth Director's Secret is essential reading for business owners and managers, proposing a challenging and innovative Growth Paradigm for companies who want to break the constraints of conventional business thinking and set themselves up for significant, sustained, profitable growth.
Growth can be the most important attribute that any business can have, and yet is commonly the least well-managed area of a business' operations.
Explaining why this is, The Growth Director's Secret examines the structural/cultural factors that hold many conventionally-organized companies back. The book explores important new insights from neurological research, which reveal near-universal misunderstandings about consumer motivations, shopping behaviour and brand choice. Andy Brent shows how these flaws lead many businesses to develop bland, undifferentiated consumer propositions and wasteful commercial/marketing plans, which condemn them to year upon year of stagnant growth.
The book challenges much current commercial and marketing thinking, and introduces important new ideas such as:
· The Big Growth Mistake that almost all companies make;
· Shopping on Auto-pilot;
· the crucial Moments of Maximum Emotional Impact (MoMIs) where all brand choice decisions are made; and
· Marketing at Open Minds - a challenging new way to think about building growth-orientated marketing plans.
The Growth Director's Secret is essential reading for business owners and managers, proposing a challenging and innovative Growth Paradigm for companies who want to break the constraints of conventional business thinking and set themselves up for significant, sustained, profitable growth.
Weitere Details
Auflage
1. Auflage
Sprache
Englisch
Verlagsort
London
Großbritannien
Verlagsgruppe
Bloomsbury Publishing PLC
Zielgruppe
Für Beruf und Forschung
ISBN-13
978-1-4729-3630-1 (9781472936301)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Weitere Ausgaben
Person
Andrew Brent is an experienced strategist and marketer who has held senior roles in major blue-chip companies in the UK and around the world. Andy spent 13 years at Procter and Gamble in senior marketing roles in the UK and Europe before moving into retailing as Marketing Director at Iceland Frozen Foods. He spent 6 years in Asia in senior strategic roles for Hutchison Whampoa, helping build businesses across Asia.
Back in the UK, Andy was CMO for Burger King International, overseeing the global expansion of this business, he spent 3 years as Marketing Director at Boots the Chemist in the UK, and then held CMO roles at Sky broadcasting and at Barclays Bank. Andy is founding partner of BloomGroup Consulting, a strategic consultancy helping businesses reposition themselves to deliver sustainable, profitable growth.
Back in the UK, Andy was CMO for Burger King International, overseeing the global expansion of this business, he spent 3 years as Marketing Director at Boots the Chemist in the UK, and then held CMO roles at Sky broadcasting and at Barclays Bank. Andy is founding partner of BloomGroup Consulting, a strategic consultancy helping businesses reposition themselves to deliver sustainable, profitable growth.
Inhalt
Preface
1. The Growth Paradox
2. The Big Growth Mistake
3. The New Growth Paradigm
4. The Brain Science Behind Growth
5. Finding your Growth Sweet Spot
6. Becoming an Autopilot Brand
7. Moments of Maximum Emotional Impact
8. Building a Catnip Proposition
9. Marketing to Open Minds - i) Segmentation and Targeting
10. Marketing to Open Minds - ii) Bringing the Catnip Proposition to Life
11. So - what could possibly go wrong?
12. Summary - and The Growth Director's Secret
List of references
Index
1. The Growth Paradox
2. The Big Growth Mistake
3. The New Growth Paradigm
4. The Brain Science Behind Growth
5. Finding your Growth Sweet Spot
6. Becoming an Autopilot Brand
7. Moments of Maximum Emotional Impact
8. Building a Catnip Proposition
9. Marketing to Open Minds - i) Segmentation and Targeting
10. Marketing to Open Minds - ii) Bringing the Catnip Proposition to Life
11. So - what could possibly go wrong?
12. Summary - and The Growth Director's Secret
List of references
Index
