The Death of Demand: Finding Growth in a Saturated Global Economy

by Tom Osenton

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.

Genres: Nonfiction

288 pages, Hardcover

First published February 17, 2004

Reviews

[Ilham Bachtiar · Rating 5 out of 5]

Critics and Suggestion to corporate who ignore the importance of rate of growth. This book is focusing on mature corporate who lives more than 20 years.

What i feel when i read this book, its kind of opening my eyes how corporate see customer as source of money, how marketing make world better/worse place, how CEO corrupt himself.

Key points is the concept of law of limitation and law of invesment saturation can make your pov about business and marketing change inclusively.

Show us what mindset you need to have in current economy : make yourself comfortable to see slow rate of growth

This book make me believe to not panic to see business slow down in growth, slow down in sales. this book make me believe bounce back is inevitable if you focus at the right target.

[Todd Mertz · Rating 5 out of 5]

This book offers a great critique of expansionary capitalism and the sort of non-critical business thinking that characterized the boom-times of the second half of the 20th century. But the major point is simple: once everyone has as many cars as they could want and afford, it's tough to sell them more cars--a saturated market presents no growth potential. In other words, you can't bail out the failing American car companies and expect anything in return unless they start manufacturing something else. You can't create an imaginary economy on Wall Street purely out of numbers and watch it expand forever. The lessons are pretty simple, so it is surprising they have gone unnoticed. Now that the hubris over the USSR's fall is passing, we can safely (unavoidably?) look at non-socialist critiques of unquestioning freemarket capitalism. Besides the ecological limits, there are strategic and pragmatic limits within the business world itself.