American Marketing Association - Böcker

Break the Wall: Why and How to Democratize Digital in your Business examines problems facing business units and top management adapting to digital transformation and offers solutions. Each department within a business has important, but distinct responsibilities, and very different speeds of digital transformation. Parts of an organisation that touch the outside world will often be first to sense a need. Their adaptive changes can then cascade up, and as this is implemented more widely the organization builds value and resilience.The structure of this book is built upon real-world issues the authors encountered in their research and consultancy, with each chapter offering a specific solution. The new framework presented here was inspired by dozens of interviews with digital transformation experts and by an ecological model that aims to understand resilience in the biological world by looking at continuous and nesting adaptation cycles of ecosystems. This book forms part of the American Marketing Association (AMA) series

Winning through Platforms achieved #1 bestseller status, and is a Best Business Book Awards winner for 2024. It is your new go-to guide for modern competitive advantage.Digital platforms are no longer for just the tech elite. They’re spreading to every company and industry, powered by the growth of customer sensors, streaming data, and artificial intelligence—lighting the valuable customer Use journey that was formerly dark.How will you succeed when your markets get platform-crowded? Three senior advisers to the world’s leading technology companies reveal how to win through platforms when every competitor has one.Winning Through Platforms decodes growth moves from a decade of platform competition, communicates them through a platform playbook. It’s a treasure trove of 24 proven platform strategies—such as customer coalition design, in-use enrichment, AI branding, and much more. These playbook strategies are delivered through engaging stories of over 50 companies, plus proprietary frameworks and workshop-style questions that lead you to act.This game-changing playbook will teach you how to:Revitalize your business through strategic use of platformsDesign platforms that are compelling to customers and hard for competitors to matchAccelerate in-market growth through brand-and-demand excellence that spans your customer’s entire platform journeyInnovate in high-impact benefit areas to differentiate your platformElevate your customer’s personal platform experienceTransform your enterprise and operations to drive superior performanceEvery CEO, innovator, go-to-market leader, and aspiring professional will gain valuable insight through this book. Whether your company is just starting on its first platform journey or is a born platform disruptor, this book will transform your ability to win.Learn the platform playbook. Find and apply your plays.This book forms part of the American Marketing Association (AMA) leadership series.

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: The Seven Problems of Marketing.