The Organic Growth Playbook - (American Marketing Association) by Bernard Jaworski & Bob Lurie (Paperback)

About the Book

Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. In this re-published book, Jaworski and Lurie offer a novel approach to this problem of growth.

Book Synopsis

Conventional marketing strategies that focus on product differentiation and positioning often fail to deliver faster growth. In this re-published book, Jaworski and Lurie offer a novel approach to this problem of growth.

Review Quotes

'In a macroeconomic world where you need to create your own growth, The Organic Growth Playbook is a practical, detailed guide for faster organic growth, both in the core and in new markets. It is now the Eastman way to deliver growth.'--Mark Costa, Chairman and CEO, Eastman Chemicals

'Organic profitable growth is critical for the long-term health of a business and requires at least three ingredients: high-potential markets, valuable/well-marketed offerings, and strong commercial leadership teams. The Organic Growth Playbook by Bernie Jaworski and Bob Lurie doesn't help you find a growth market or create a valuable product and service offering, and it doesn't try to teach you how to lead. Rather, it focuses on the marketing process and how to best map those extremely high value moments of truth in the purchasing process with a focus on very distinct high-yield market segments and behaviors. Bernie and Bob's proposition flips marketing 101 on its head, and can lead to high return by not only catalyzing increased revenue growth, but also by reducing marketing spend.'--Mick Farrell, CEO, ResMed

'The Playbook shows (1) the counterintuitive power of focusing on a very small set of customer behaviors rather than all stages of the buying process and (2) the effectiveness of focusing on shaping customer behavior versus the conventional wisdom of simply better product positioning.'--Anil Menon, Former President Cisco Smart + Connected Communities

About the Author

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.