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

Bernard Jaworski
Drucker School of Management, USA

Bob Lurie
Eastman Chemical, USA

Product Details
03 Aug 2020
Emerald Publishing Limited
304 pages - 152 x 229mm
American Marketing Association
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 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 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. 

This book forms part of the American Marketing Association (AMA) Leadership series: 7 Big Problems of Marketing. 
Chapter 1. Overview of the Organic Growth Playbook 
Chapter 2. Terrafix: Reigniting Blockbuster Growth in Pharmaceuticals 
Chapter 3. First Principle: Map the Buying Process Waterfall 
Chapter 4. EnServ: “Everyone Sees the Market the Same Way”  
Chapter 5. Second Principle: Propensity-Based Segmentation 
Chapter 6. Sparkle Cosmetics: Winning at the Wall 
Chapter 7. Third Principle: Unearth the Critical Drivers 
Chapter 8. Caesar Financial: “We Need the Whole Client Portfolio!”  
Chapter 9. Fourth Principle: Develop a Behavior 
Chapter 10. Fifth Principle: Invest Disproportionately  
Chapter 11. Applying the Playbook in Different Markets 
 Chapter 12. Overcoming Organizational Roadblocks
Bernard Jaworski is the Peter F. Drucker Chair at the Drucker School of Management. He has published extensively in the most highly regarded marketing journals and has been ranked among the most highly cited scholars in the field of marketing. He has won all three major awards from the Journal of Marketing - the Maynard, Alpha Kappa Psi, and Jagdish Sheth Award - as well as several other awards. For 10 years he was a senior partner at Monitor Group, a global management consulting firm, where he helped lead several large-scale transformations of marketing at Fortune 500 firms. 

Bob Lurie is Vice President, Corporate Strategy, for Eastman. Prior to joining Eastman, he was a senior partner, then Co-Managing Partner of Monitor Group. He founded Monitor's marketing and growth practice, and was the architect of the innovative approach to organic growth that fueled its success and laid the groundwork for the Organic Growth Playbook. Over his career, he worked with scores of CEOs and GMs, in nearly every sector and part of the world to create successful growth strategies and help them adopt the approach organization-wide. Bob was a Phi Beta Kappa from Amherst College and earned his PhD. in economics from Yale University.

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