The core logic of the conventional sales approach is that if a brand is sufficiently different and better than competitors’ brands, consumers will come to prefer it, and actively seek it out for purchase. But it very often doesn’t work out that way. Customer Buying Process Every customer goes through some type of buying process […]
About Bernie Jaworski
Bernard Jaworski is the co-author of "The Organic Growth Playbook: Activate High-Yield Behaviors To Achieve Extraordinary Results—Every Time" along with Robert S. Lurie. He is the Peter F. Drucker Chair in Management and the Liberal Arts, which is named in honor of Peter Drucker, the founder of modern management and the namesake of the Drucker School of Management at Claremont Graduate University. The professorship is awarded to an internationally recognized scholar who carries on the Drucker legacy of tempering sound business practices with a commitment to social responsibility.