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When Growth Stalls: How It Happens, Why You're Stuck, and What to Do About It by Steve McKee

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Chapter 14. It Works

There's a chance that at this point you're saying, "This is too simplistic." Perhaps you're shaking your head, eyebrows furrowed, convinced that your company is too big, too complex, too sophisticated, or too unusual; that you have too many business units, too many diverse audiences, or too many pricing tiers to be subject to the simplicity of the marketing equation.

You can complicate things all you want with spreadsheets, regression analyses, market studies, copy testing, multinationalism, or anything else, but it does not change the fact that the marketing equation rules the day. Whether your target is a CEO in the board-room determining the fate of a multibillion-dollar contract, or a parent in the supermarket deciding ...

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