The Growth Director’s Secret

Why Businesses Struggle to Grow – And What You Can Do to Change It

The Growth Director’s Secret

Why Businesses Struggle to Grow – And What You Can Do to Change It

Andrew Brent (Author)

Ebook (PDF) ~~$26.38~~ $21.10 Ebook (Epub & Mobi) ~~$26.38~~ $21.10

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Description

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.

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

Product details

Published	26 Jan 2017
Format	Ebook (PDF)
Edition	1st
Extent	248
ISBN	9781472936301
Imprint	Bloomsbury Business
Publisher	Bloomsbury Publishing

Author

Andrew Brent

Andrew Brent is a CMO with significant experience…

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
A growth engine is only as good as the sum of its parts. The Growth Director's Secret illuminates not only the parts, but the recipe for healthy, repeatable success. Whether you're a small company or a large enterprise, diving into Andy's insights will be a worthwhile journey.

Kieran Hannon, Chief Marketing Officer, Belkin International
This book is fascinating reading that makes a compelling case for changing how we think about growing business. Brent gives an accessible summary of research on decision-making and highlights the implications for marketing research and strategy.

Heather Kappes, Assistant Professor at LSE