Growing core business is key for sustainable, profitable growth, yet advice on how to do it is thin on the ground. Grow the Core is a practical guide to focusing core business for brand success, illustrated with inside stories on brands that include Apple, James Bond, Heinz, Nespresso and McDonald’s. A program of six “Workouts” helps to harness the whole marketing mix to grow core business; it includes product, design, communication, distribution and packaging. The author grasps what is fundamentally important in marketing and turns his sights on the vitally important topic of growing the core.
John Wiley & Sons, Inc.
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