Marketing Driven Revenue Growth

This book provides a readable and concise guide for anyone desiring to grow an existing business “organically.” It also provides guidance for entrepreneurs starting a new business. It explains why growth is valuable and different ways to achieve it focusing on new products, brands, and customers. It also explains how to evaluate and implement growth options while summarizing much of the information in tables that can be used as templates for the various stages of the growth process. It includes a syllabus for teaching the material in a one-week “Block Week” (9–5) format.

Contents:

• Introduction
• Anticipating Demand and Forecasting Sales
• Generating Growth Ideas
• Anticipating and Influencing Response to Innovations
• Brand-Driven Growth
• Customer-Based Growth
• Evaluating and Selecting Growth Options
• Implementing Growth Ideas and Defending Against Competitors
• Summary

Readership: Academics and researchers in the field of marketing and entrepreneurship; Executives, Marketing Managers, CMOs, Chief Growth Officers and professionals specializing new businesses; Non-Profits, Government Agencies and People involved in new product development and R&D.