Marketing For Dummies, 5th Edition

Chapter 3

Laying a Foundation for Growth

IN THIS CHAPTER

Determining your market’s growth rate

Operating for growth

Looking at market segmentation

Implementing market share and positioning strategies

Giving growth hacking a try

Staying innovative

Amantra from the Native American belief says that elements of nature ­provide important guiding lessons for life. For one, we’re taught that we should live our life like a river, always flowing and moving forward; ­otherwise, we stop progressing and become stagnant, like a pond that can be compromised by moss, fungus, and other elements that hinder growth.

As a marketer, you need to look at your business from this same perspective. Where are the white water rapids, or the growth waves, and can you ride them to capitalize your business?

The simplest and most reliable marketing strategy you can prepare for your business or product is to go where ...