Table of Contents
Foreword.............................................................................1
Preface................................................................................5
Introduction.......................................................................7
Chapter 1 UPSTREAM MARKETING
The Path to Long-term Organic Growth...........................15
Chapter 2 THE AXLE ELEMENTS
It All Starts With Culture..................................................25
Chapter 3 CUSTOMER & OPPORTUNITY INSIGHTS
Know Your Customer, Market, and Competition..............37
Chapter 4 BUSINESS OUTCOMES &
PERFORMANCE TARGETS
Defining Your Success.......................................................55
Chapter 5 INNOVATION & STRATEGY—PART 1
Strategizing to Set the Stage for Your Growth....................65
Chapter 6 INNOVATION & STRATEGY—PART 2
Attaining Organic Growth Through Innovation................95
Chapter 7 SEGMENTATION & POSITIONING
Which Customers Are You Best Suited to Serve?.............119
Chapter 8 PLAN & EXECUTE
Maximize Your Market Opportunities.............................139
Chapter 9 OPERATIONAL EXCELLENCE
A Core Capability to Sustain Organic Growth................157
Chapter 10 PERFORMANCE & OPTIMIZATION
What to Measure and How to Improve
Achieving Growth Opportunities....................................169
Chapter 11 COMING FULL CIRCLE
Choose Customer-Centricity to Fuel Organic Growth....185
About the Author ...........................................................191
Acknowledgments...........................................................193
About the Reviewers.......................................................195
Index
