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In an era when growth marketing has become a buzzword for quick fixes, this book provides a clear roadmap for how marketers can move on from short-term hacks and utilize their full marketing funnel to gain and retain customers across any size business in any economic environment. Growth marketing is no longer just a short-term tactical approach suitable only for start-ups and SMEs looking for easy wins. Instead, it has become a real source of long-term sustainable growth for any business, and a strategic approach that can deliver results regardless of economic environment. With marketers under pressure to consistently deliver growth in rapidly changing landscapes, this invaluable guide will provide a clear roadmap so that any marketer can develop a growth marketing strategy that delivers. Packed full of cutting-edge insights from companies like Fujifilm, GoPro, Twitch, Disney, Amazon Grocery, Tesla and American Express, Growth Marketing Strategy gives marketers practical ways to drive their business forward, moving beyond initial organic growth to a strategy that is both sustainable and resilient to changing market conditions. From exploring how to shift the mindset of the team to long-term investment and adaptability, to how your marketing team should be best structured and resourced within your organization to allow your growth marketing team to thrive, this book takes you from the fundamentals of growth marketing to how to apply it and adapt it to any challenge your business faces.
List of contents
Section - ONE: Setting the scene; Chapter - 01: How innovation, sales, and marketing interconnect; Chapter - 02: What are growth and growth marketing?; Chapter - 03: Growth hacks people already know; Section - TWO: Growth marketing strategy basics; Chapter - 04: Once growth hacking stops working - business lifecycle; Chapter - 05: Once growth hacking stops working - customer lifecycle; Chapter - 06: Growth marketing strategy - mindset; Chapter - 07: Growth marketing strategy - organization; Chapter - 08: Growth marketing strategy - resources; Section - THREE: Sustaining growth marketing momentum in practice; Chapter - 08: Growth marketing strategy - resources; Section - 09: Growth marketing in an economic downturn (recession); Chapter - 10: Growth marketing in an economic boom; Chapter - 11: Growth marketing in economic stability;
About the author
Rose Jia is an award-winning marketing and product leader based in New York City, New York. She leads growth marketing at Amazon after previously working in marketing and product development at Twitch and American Express, as well as working as an investment banker and in corporate finance at Citi. She has founded community-based platforms like The Techseries Company and Whiskey Me Up, been a guest speaker at major conferences such as AdWeek and Marketing Offensive and appeared on podcasts including The CPG Guys and Looking Outside.
Summary
Understand how to move from quick hacks to long-term strategic growth marketing with this insightful and actionable guide to developing a strategy that drives growth in any economy.
