The Death of Demand: Finding Growth in a Saturated Global Economy

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FT Press, 2004 - Business & Economics - 284 pages
In 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.
 

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Contents

CHAPTER THE LIFEBLOOD OF CAPITALISM 3
Marketing
BUILDING REVENUE AND MARKET
MARKETING STRATEGIES AND TACTICS 53
NEW PRODUCT CATEGORIES 59
LIVING UP TO NEW EXPECTATIONS 66
NEW GROWTH STRATEGIES
DESPERATE TIMES DESPERATE
INNOVATION SATURATION 1 77
THE LAW APPLIED 1
CORPORATE PROGERIA 1 99
THE FADING BUSINESS CYCLE
THE NEW ECONOMIC REALITY 229
Public Relations
A TIME DF RENEWAL 249
1

ALL As ON
CHAPTERS Six HARVARD CLASSES 127
THE NEW ECONOMIC REALITY l 53
Edward W Davis and Robert E Spekmam
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About the author (2004)

Tom Osenton is a best-selling author, columnist, speaker, and leading business strategist with years of senior management level experience at world-class organizations such as the ABC Television Network, Times Mirror Company, Billboard Publications, and the University of Wisconsin-Madison.

He is the author of the best-selling Customer Share Marketing: How The World's Great Marketers Unlock Profits From Customer Loyalty (Financial Times Prentice Hall, 2002). This seminal business title introduced the discipline of customer share marketing: the art of retaining customers and increasing the number of products and services they purchase. He speaks extensively on the subject at conferences, seminars, corporate meetings, workshops, and business schools worldwide.

After working on three Olympic Games as part of the broadcast team at the ABC television network, Osenton was appointed the youngest-ever President, CEO, and Publisher of The Sporting News Publishing Company in the late 1980s, where he led a major turnaround of the nation's first sports weekly. He is now CEO of the Customer Share Group LLC, a leading management consultancy advising global corporations on transformational growth strategies. He can be reached directly at tosenton@customershare.com.

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