The strategy is upside down. A non-standard approach to marketing for small and medium-sized businesses

The strategy is upside down. A non-standard approach to marketing for small and medium-sized businesses

Book Description

Nikolay Molchanov — MBA at INSEAD Business School, member of the boards of directors of 12 companies, two of which are in the TOP 500 of the Russian Federation (Forbes Russia). Candidate of Psychological Sciences, expert in the field of customer behavior management. The author of one of the most popular telegram channels of the Runet "Psychology of Marketing", to which more than 100,000 people have subscribed. The classic approach to strategy development is always difficult, expensive and time-consuming. And in the modern world, long-term planning is completely impossible. Small and medium-sized businesses need a result achieved by the efforts of a few full-time employees, not gurus in their fields. And quickly. Preferably yesterday. In his book, Nikolay Molchanov presents a non-standard approach to developing a strategy and a plan for scaling a business without involving expensive consulting companies. You will find a lot of solutions that allow you to see the effect immediately, you will be able to implement changes by full-time employees and make sure that the strategy can be simple, effective, feasible and even interesting. "Reading has never brought such strong aesthetic satisfaction, seasoned with a generous portion of intellectual pleasure." — Peter Filippov, Deputy Head of the Strategy Development and Implementation Department of the Strategy and Corporate Development Department of VTB Bank (PJSC) Previously, the book was published under the title "Growth Drivers. How an average company can become a giant."