Archive for July 6th, 2007

Hidden in Plain Sight. How to find and execute your company’s next big growth strategy. Erich Joachimsthaler

Hidden in Plain Sight. How to find and execute your company’s next big growth strategy. Erich Joachimsthaler2007.ISBN 978-1-4221-0165-0. Sometimes an academic book really surprises you. This is one of them. The author starts right at the heart of the matter, you can never know too much about your customer. Using examples from P&G., GE, Unilever, BMW and other very large companies he draws out how the ability to observe customer behavior up close, for a significant amount of time, has allowed these giants to recapture share and reinvigorate their market They can then successfully approach the target from a demand side rather a marketing driven side. The story of Mastercards Priceless campaign is worth the price of the book . As an added bonus you get the whole evolution of the Axe fragrance growth for the target US male demographic, directly applicable to B2C marketing. You could easily mistake this as a book about brand, brand image, brand identity and brand strategy (all very different), it is that and more. It reinforces the research at Rocket Builders on the importance of knowing everything there is about the buyer’s buying process and “holding” back selling until the buyer has been nurtured to be “sales ready”. This is the core of getting the most effective selling time you can. Read this book annually, the more you learn the better it gets.

Category: Branding, Lead generation, Marketing

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