Growth Drivers

The Definitive Guide to Transforming Marketing Capabilities

Inbunden, Engelska, 2011

Av Andy Bird, Mhairi McEwan, Bird, Mhairi Mcewan

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The Growth Drivers is a practical guide to building marketing capabilities. It explains why it is critical that organizations invest in the capabilities needed to excel at customer-centric marketing to drive growth. The authors explain what world-class marketing means in practice and reveal the power of strategic marketing as a dynamic propeller of growth. Each chapter includes a summary, a separate in-depth case study, a range of illustrative real-life examples and some practical tools based on the work of leading practitioners in this pioneering field, as well as relevant diagrams and pictures.

Produktinformation

Utgivningsdatum2011-11-25
Mått160 x 236 x 23 mm
Vikt603 g
FormatInbunden
SpråkEngelska
Antal sidor320
FörlagJohn Wiley & Sons Inc
ISBN9781119953319

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About the Authors Andy Bird and Mhairi McEwan are both highly experienced international marketing practitioners. They are also the co-founders of Brand Learning, leading global experts in building marketing capabilities. Their specialist consultancy team has helped to transform the marketing capabilities and commercial performance of people, teams and organizations across the world. Mhairi McEwanCo-founder and Chief Executive, Brand Learning Mhairi’s career spans international marketing, sales and consultancy roles with Unilever in the UK, Egypt and France, and then with PepsiCo as VP Marketing – Europe and VP Marketing – Walkers Snack Foods. Mhairi is a Fellow of The Marketing Society, a Fellow of the CIM and a Council Member of The Marketing Group of Great Britain. Andy BirdCo-founder and Executive Director, Brand Learning Andy’s international marketing and consultancy career includes roles with Unilever in the UK, Singapore and India. He also played a global marketing role as VP for the Unilever Marketing Academy, with responsibility for building marketing capabilities throughout its international business. Andy is a Fellow of The Marketing Society and a Fellow of the CIM.

Foreword xiIntroduction – Our Story xiiiContributors xixOverview – How to Navigate this Book 1Part 1: Understanding The Growth Drivers 51 The Growth Challenge 72 How Marketing Drives Growth 373 Transforming Marketing Capabilities 71Part 2: How To Transform Marketing Capabilities To Drive Growth 1014 Defining a Marketing Capability Strategy 1035 Developing Solutions (Processes and Skills) 1336 Developing Solutions (Organization, People and Culture) 1657 Driving Embedding 199Part 3: Sustaining Growth In Practice 2278 Measuring Impact 2299 Mobilizing Capability Resources 25510 The Future Growth Journey 277Index 287