Exponential Marketing: Capturing Sustainable Growth in an Environment of Constant Change

The state of marketing has been in need of an upgrade for years and nowhere is that upgrade more needed, and more appropriate, than in rapidly changing markets. Veteran marketing professional Paul Garrison takes on the task by challenging readers to think less about catching up and more about leaping ahead. In an environment of continuous change, Garrison builds his Exponential Marketing case on a solid foundation of deeper customer insights, more meaningful brand benefits and clear business objectives - and then boldly takes us further than we may have previously thought possible. Rather than accepting business results based on past performance, Garrison challenges us from the very beginning to think in terms of a destination model, about what success could be, and then looks backward to remove any potential barriers standing in our way, or to seize the most important opportunities to get us there faster. Although Garrison offers many new ideas and concepts to capture top-line business growth, he does not go out of his way to destroy many of the so called 'tried and true' marketing approaches of the past. Instead, he recognizes what has worked well from some of these processes and techniques and then evolves them upward to an entirely different level of thinking more appropriate to today's marketplace, and consequently, better prepare you to capture future growth.