A wealth of information getting started or already in business professional.

Developing, Implementing and Managing an Effective Marketing Plan

Business & Money

Goetsch, Hal

Goetsch, H. W.

Management & Leadership

American Marketing Association

Advertising research (Monographs series - American Marketing Association ; 1)

Holbert, Neil

Qualitative research in marketing (Monographs series - American Marketing Association ; 3)

Bernhardt, Kenneth L.

Bellenger, Danny N.

Goldstucker, Jac L.

Focus group interviews: A reader

Marketing Mix Decisions: New Perspectives and Practices (Marketing Knowledge Series) [2008]

Kerin, Roger A.

Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. Jaworski and Lurie offer a novel approach to the problem of growth based on two simple but profound insights. First, they demonstratate that in every purchase process there are a few high-yield customer behaviors that matter most in determining whether and what customers buy. Second, they show how changing those high-yield customer behaviors can consistently drive faster revenue growth. Drawing on decades of client work, the authors provide a detailed, engaging account of a proven system for acceleration—or even doubling—growth. As evidence of it’s value, the system has been adopted by a host of Fortune 500 firms as their marketing and growth planning process.

The Organic Growth Playbook: Activate High-Yield Behaviors To Achieve Extraordinary Results—Every Time (American Marketing Association Leadership Series: 7 Big Problems of Marketing)

Jaworski, Bernard J.

Lurie, Robert S.

Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth.Jaworski and Lurie offer a novel approach to the problem of growth based on two simple but profound insights.First, they demonstrate that in every purchase process there are a few high-yield customer behaviors that matter most in determining whether and what customers buy.Second, they show howchangingthose high-yield customer behaviors can consistently drive faster revenue growth. Drawing on decades of client work, the authors provide a detailed, engaging account of a proven system for accelerating or even doubling growth. As evidence of its value, the system has been adopted by a host of Fortune 500 firms as their marketing and growth planning process.

The Organic Growth Playbook: Activate High-Yield Behaviors To Achieve Extraordinary Results-Every Time (1)

Marketing & Sales

In his new book The Insight Discipline: Crafting New Marketplace Understand That Makes a Difference, Liam Fahey details the analysis methods and modes of deliberations required to overcome the insight challenge and to create an insight-driven culture. He lays out the business case for why leaders must emphasize the goal of attaining new insight if they want to gain maximum value from analysis. The Insight Discipline provides you with a comprehensive guide to what it takes to craft marketplace insight that extends beyond the typical analysis “findings.” Moreover, it will show you how to use new insight to influence thinking, decisions and action at any organizational level.

The Insight Discipline: Crafting New Marketplace Understanding That Makes A Difference (American Marketing Association Leadership Series: 7 Big Problems of Marketing)

Fahey, Liam

In his new book The Insight Discipline: Crafting New Marketplace Understand That Makes a Difference, Liam Fahey details the analysis methods and modes of deliberations required to overcome the insight challenge and to create an insight-driven culture. He lays out the business case for why leaders must emphasize the goal of attaining new insight if they want to gain maximum value from analysis. The Insight Discipline provides you with a comprehensive guide to what it takes to craft marketplace insight that extends beyond the typical analysis findings. Moreover, it will show you how to use new insight to influence thinking, decisions and action at any organizational level.

The Insight Discipline: Crafting New Marketplace Understanding That Makes A Difference (4)

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Books by American Marketing Association