Brent, A: Growth Director's Secret
(Sprache: Englisch)
The Growth Director's Secret explains how the majority of purchasing decisions are reflexive, and how becoming the dominant 'auto-pilot' brand can be the key to long-term sustainable growth. Drawing on both the latest neurological research and illustrative...
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The Growth Director's Secret explains how the majority of purchasing decisions are reflexive, and how becoming the dominant 'auto-pilot' brand can be the key to long-term sustainable growth. Drawing on both the latest neurological research and illustrative case studies, the book reveals universal misunderstandings about consumer motivations, shopping behaviour and brand choice, and presents new and original ideas on how to position a business for growth. Topics include: identifying and targeting the crucial 'market-making customers', refocusing spending towards 'marketing at open minds' and using the 'reflex loyalty' metric to measure a brand's auto-pilot and growth potential.
Autoren-Porträt von Andrew Brent
Andrew Brent is a CMO with significant experience in both small start-ups and blue-chip companies, the latter including Barclays, Sky Broadcasting, Boots and Burger King.He is supported by Phil Anderson (former CEO of Al Jazeera Sport; former global brand manager at Coca Cola), Stef Calcraft (founding partner of Mother Advertising Agency; chairman of Street Feast) and Nish Kankiwala (executive chairman of Hovis; former CEO of Burger King).
Bibliographische Angaben
- Autor: Andrew Brent
- 2017, X, 236 Seiten, Masse: 16,1 x 24,1 cm, Gebunden, Englisch
- Verlag: Bloomsbury Academic
- ISBN-10: 1472936299
- ISBN-13: 9781472936295
Sprache:
Englisch
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