Future Demand: Digital Book + Audiobook Bundle
INCLUDES: The complete digital book (PDF & Kindle/EPUB) and the full audiobook (stream in your browser, or download to listen in your audiobook app of choice).
Read it at your desk, listen to it on the move. The bundle gives you both formats.
Future Demand is James Hurman's framework for the thing most advertising misses: growth doesn't come from converting the few who are ready to buy today, but from building demand among the far larger group who aren't in-market yet.
Backed by decades of effectiveness research, it shows what actually drives sales, share and profit over time.
If you care about predictable growth and building a brand that wins beyond the next quarter, this will change how you think about advertising and how you operate as a marketer.
Laura Jones
CMO Instacart, Member Board of Directors for Match Group & Unicef USA.
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
