The Growth Director's Secret : why businesses struggle to grow - and what you can do to change it / Andrew Brent.

Format:

Book

Author/Creator:

Brent, Andrew (Marketing consultant), author.

Language:

English

Subjects (All):

Corporations--Growth.

Corporations.

Industrial management.

Strategic planning.

Physical Description:

1 online resource (249 pages) : illustrations, graphs

Place of Publication:

London, England : Bloomsbury Publishing Plc, 2017.

Summary:

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. T he 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."

Notes:

Includes Index.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

1-4729-3630-2

1-4729-3631-0