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How to create future demand, not just capture existing demand.
James Hurman’s practical guide to building brands that grow by creating tomorrow’s customers.
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Fernando Machado
Former CMO, Burger King & Activision Blizzard
Laura Jones
CMO of Instacart. Member Board of Directors for Match Group & Unicef USA.
Dr Marcus Collins
Clinical Marketing Professor, University of Michigan & Author of For the Culture
Marketing performance looks strong. Growth often isn’t. This book explores why this can happen, and what decades of effectiveness research reveal about building demand that drives sustainable, profitable growth.
Inside, you’ll learn:
• Why the “performance trap” is limiting established brands
• What the evidence says about how demand really forms
• How brand and performance work together to drive growth
• How to build future buyers, not just short-term conversions
Bulk book orders for teams, clients and partners.
