The Growth Director's Secret - Why Businesses Struggle to Grow - And What You Can Do to Change It

Insightful, practical advice for business owners and managers on how to grow their businesses and brands sustainably, effectively and profitably.

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.

Inhaltsverzeichnis:

Preface1. The Growth Paradox2. The Big Growth Mistake3. The New Growth Paradigm4. The Brain Science Behind Growth5. Finding your Growth Sweet Spot6. Becoming an Autopilot Brand7. Moments of Maximum Emotional Impact8. Building a Catnip Proposition9. Marketing to Open Minds - i) Segmentation and Targeting10. Marketing to Open Minds - ii) Bringing the Catnip Proposition to Life11. So - what could possibly go wrong?12. Summary - and The Growth Director's SecretList of referencesIndex

Rezension:

In The Growth Director's Secret, Andy Brent makes the important connection between the latest thinking in consumer behaviour, organisational strategy and board performance. Engagingly written and drawing on cutting-edge theory in understanding consumers, a must-read for not only senior marketers, board members and all those with responsibility for achieving organisational growth, but also for academics and students of strategy, marketing and consumer behaviour. Dr Alex Hiller Nottingham Business School, Nottingham Trent University