Lehmann D Marketing Driven Revenue Growth A Guide To Organic Growth 2024
General:
Name: Lehmann D Marketing Driven Revenue Growth A Guide To Organic Growth 2024
Format: pdf
Size: 1017.21 KB
Book:
Title: Marketing Driven Revenue Growth: A Guide to Organic Growth
Author: Donald R Lehmann and Scott Sanderude
Language: angielski
Year: 2024
Subjects: Business, Marketing & Sales, Marketing, Marketing – General & Miscellaneous
Publisher: WSPC
ISBN: 9789811296512
Total pages: 207
Description:
This book provides a readable and concise guide for anyone desiring to grow an existing business ‘organically.’ It also provides guidance for entrepreneurs starting a new business. It explains why growth is valuable and different ways to achieve it focusing on new products, brands, and customers. It also explains how to evaluate and implement growth options while summarizing much of the information in tables that can be used as templates for the various stages of the growth process. It includes a syllabus for teaching the material in a one-week ‘Block Week’ (9-5) format.
Contents:
- Introduction
- Anticipating Demand and Forecasting Sales
- Generating Growth Ideas
- Anticipating and Influencing Response to Innovations
- Brand-Driven Growth
- Customer-Based Growth
- Evaluating and Selecting Growth Options
- Implementing Growth Ideas and Defending Against Competitors
- Summary
Readership: Academics and researchers in the field of marketing and entrepreneurship; Executives, Marketing Managers, CMOs, Chief Growth Officers and professionals specializing new businesses; Non-Profits, Government Agencies and People involved in new product development and R&D.
‘Don was preaching the gospel of organic growth long before it became fashionable. If you want to learn about growth, this is your book. The breadth of topics, the decision frameworks, the wide-ranging ideas, and the powerful examples will be useful regardless of your industry. Through design, development, introduction, and financial performance, Don brings his wide-angle lens on the customer, competition, company, market, and brand to show how you should think about growth and how you can manage it to greater success.’ – Christine Moorman T Austin Finch, Sr. Professor of Business Administration,Duke University
‘Incredibly creative and always insightful, Don Lehmann’s legendary career has been marked by invaluable contributions to marketing theory and practice. Marketing Driven Revenue Growth may be the most valuable of them all. Wide in scope and original in thinking, it provides a detailed blueprint for how to avoid the pitfalls to successfully grow a brand from within.’ – Kevin Lane Keller E B Osborn Professor of Marketing, Tuck School of Business, Dartmouth College
‘This book is an indispensable guide for anyone looking to master the art of organic revenue growth. With its comprehensive approach, Don Lehmann offers practical strategies, insightful examples, and a systematic methodology that demystifies the complexities of marketing-driven growth. Whether you’re leading a startup or managing a large company, this book will equip you with the tools and knowledge needed to drive sustainable, profitable growth. Highly recommended!’ – Sunil Gupta Edward W Carter Professor of Business Administration and co-chair of the executive program on Driving Digital Strategy at Harvard Business School
‘Among a sea of similar prescriptions for achieving growth, Marketing Driven Revenue Growth offers a new framework based on decades of research masterfully synthesized by legendary marketing professor Donald Lehmann. Beyond innovative ways to accelerate new product adoption, leverage brand equity, and generate customer-based growth, Marketing Driven Revenue Growth is a rich source of novel insights and original thinking presented with refreshing clarity. Marketing Driven Revenue Growth brilliantly advances our understanding how to achieve an important, widely-sought, yet notoriously difficult-to-achieve ambition.’ – Gregory S Carpenter Harold T Martin Professor of Marketing and Director of the Center for Market Leadership at the Kellogg School of Management of Northwestern University
Key Features:
- The book responds to the pressure top management and CMOs are under to produce profitable growth
- It arose from a course taught at Columbia Business School for 30 years, complemented by insights from practitioners whose job it was to drive growth who attended and contributed to the course
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