The Death of Demand: Finding Growth in a Saturated Global EconomyIn today's world, there are more TVs than viewers. More phone numbers than talkers. More homes than households. More cars than drivers. Consumers have gorged themselves... and they're pulling away from the table. Demand is dead. What's more, it'll stay dead, for many years to come--and everyone had better get used to it. In The Death of Demand, Tom Osenton reveals a 25-year trend towards increasingly weak revenue growth--even in spite of improved marketing strategies, tactics and tools. In such an environment, growing profits requires a radically new approach. That's precisely what this book delivers. Starting with a foundation of absolute clarity and realism, Osenton offers readers the first comprehensive program for increasing profits when they can't increase revenue. Along the way, he covers everything from discontinuous innovation in products and business models to "customer share marketing" that captures more sales from every existing customer. |
Contents
THE DRIVE FOR GROWTH | 1 |
Ebbing TidE | 17 |
Even TECHNOLOGY HAS SEEN ITS BEST DAYS | 26 |
Marketing | 31 |
THE AMERICAN DREAM | 32 |
BUILDing Revenue and Market | 43 |
MARKETING Strategies and Tactics | 53 |
NEW PRODUCT CATEGORIES | 59 |
SIX Harvard Classes | 127 |
THE NEW ECONOMIC REALITY | 153 |
THE Law of InnOVATION | 179 |
THE LAW APPLIED | 189 |
Corporate Progeria | 199 |
THE FAading BusinesS CYCLE | 205 |
THE New Economic RealITY | 229 |
Public Relations | 247 |
Common terms and phrases
20th century 21st century Abel airline auto industry automobile average rate baby boomers become beginning boomers brand business cycle car and truck Class consumers consumption continue to grow corporation's corporations costs create Customer Share Group decade decline decreasing demand DI-WAVE discontinuous innovation drive e-mail earnings growth economy Electric expansion expectations Figure global graduates greatly grew growth rates helped Home Depot households impact increasing rate introduced investment Kraft Foods levels limits long-term market share mature McDonald's McDonald's Corporation mergers and acquisitions Microsoft million PepsiCo percent period personal computer perspective Procter & Gamble product categories R:E ratio rate of earnings rate of growth rate of revenue retail reve revenue growth revenue streams sector sell Share Group LLC shareowners Source Sports Illustrated started sumers telephone television tion toothpaste top line trend unit sales Wal-Mart Wall Street World War II