Finding growth is about looking for new pools of money.

These tend to come from one

of four places: demographics; changing values; economics; and technological change
Advertising, argued Ehrenberg, was more about reminding buyers and reinforcing
existing attitudes than it was about persuasion.
The focus of marketing should be on making it easier for more customers in more
situations to buy your brand.
This means managing the two most important assets of marketing mental and physical
availability