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(More customer reviews)This book is not only a wonderful read and an impressive history of business during the second half of the 20th century, but it presents the most logical understanding as to why corporations, industries - the entire economy - is having such a difficult time growing. The irony that Osenton points out is that we are victims of our own success - pushing for more and more consumption - and getting it! - only to begin to approach levels of saturation. He points out that there are currently more than 32 million more registered vehicles in the United States than there are licensed drivers! Talk about surplus. For the first time ever, someone has explained WHY - beyond the simple explanation of greed - that corporations are cooking their books in order to make the numbers. It's because their respective top lines are lifeless, and they have squeezed every penny, every productivity gain they could out of the corporation. Death of Demand helped me completely understand why employees are paying for earnings growth with their jobs - jobs that are either being cut altogether or sent overseas. What a spectacular analysis of our current economic condition. Bravo!
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In today's world, there are more TVs than viewers. More phone numbers than talkers. More homes than households. More cars than drivers. Consumers have gorged themselves...and they're pulling away from the table. Demand is dead. What's more, it'll stay dead, for many years to come--and everyone had better get used to it. In The Death of Demand, Tom Osenton reveals a 25-year trend towards increasingly weak revenue growth--even in spite of improved marketing strategies, tactics and tools. In such an environment, growing profits requires a radically new approach. That's precisely what this book delivers. Starting with a foundation of absolute clarity and realism, Osenton offers readers the first comprehensive program for increasing profits when they can't increase revenue. Along the way, he covers everything from discontinuous innovation in products and business models to "customer share marketing" that captures more sales from every existing customer.
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