The Growth Dilemma

Advance Praise for The Growth Dilemma:

“Wilson and Hamilton have given us a way of getting serious about growing our customer base and our brand. The Growth Dilemma provides a unique perspective on changing the way we see and understand customers. This is an invaluable read when you’re in the thick of transforming a brand with history and legacy, and it provides critical insights for growth for any brand size.” — Daniella Vitale, CEO, Americas, Ferragamo

“The Growth Dilemma is essential reading for any marketer trying to grow a brand and attract new customer segments. It offers a new perspective on customer segment psychology and management, and a fresh and actionable framework for understanding your brand’s customer base and guiding growth strategies.” — Jonah Berger, Associate Professor of Marketing, the Wharton School; bestselling author, Contagious and The Catalyst

“Wilson and Hamilton bring fresh, practical insights to a critically important but surprisingly neglected topic—customer segment management. An invaluable addition to any marketer’s tool kit, The Growth Dilemma offers comprehensive, actionable advice to help marketers maximize synergies and minimize conflicts across their customer base.” — Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business at Dartmouth College; coauthor, Marketing Management and Strategic Brand Management

“The Growth Dilemma redefines marketing with a fresh, consumer-centric model, encouraging us to think more deeply about the role our brands play in people’s lives. Packed with memorable examples and unexpected humor, it’s a rare business book that’s genuinely enjoyable to read.” — Charlotte Blank, Chief Marketing Officer, USA, Jaguar Land Rover North America

“The Growth Dilemma is a comprehensive manual for assessing growth opportunities and teaching the dos and don’ts of creating growth strategies. It’s filled with both classic and contemporary examples and just the right amount of snark to keep you entertained. This book is a welcome addition to marketing courses for undergrads, MBAs, and executives.” — Patti Williams, Vice Dean of Executive Education, the Wharton School

Annie Wilson is a Senior Lecturer of Marketing at the Wharton School of the University of Pennsylvania. She received a PhD in marketing from Harvard Business School. Wilson has consulted for companies in the financial, entertainment, beauty, and fashion industries and given numerous talks on both branding and marketing.

Ryan Hamilton is an Associate Professor of Marketing at Emory University’s Goizueta Business School. He received his PhD in marketing from Northwestern University’s Kellogg School of Management. Hamilton has served as a consultant to Walmart, FedEx, Home Depot, Caterpillar, ConAgra, Cigna, Visa, and Ipsos, among others.