The Growth Director's Secret
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Beschreibung
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. von Brent, Andrew
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