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.
Содержание
Foreword xi
Introduction — Our Story xiii
Contributors xix
Overview — How to Navigate this Book 1
Part 1: Understanding The Growth Drivers 5
1 The Growth Challenge 7
2 How Marketing Drives Growth 37
3 Transforming Marketing Capabilities 71
Part 2: How To Transform Marketing Capabilities To Drive Growth 101
4 Defining a Marketing Capability Strategy 103
5 Developing Solutions (Processes and Skills) 133
6 Developing Solutions (Organization, People and Culture) 165
7 Driving Embedding 199
Part 3: Sustaining Growth In Practice 227
8 Measuring Impact 229
9 Mobilizing Capability Resources 255
10 The Future Growth Journey 277
Index 287
Об авторе
About the Authors
Andy Bird and Mhairi Mc Ewan 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 Mc Ewan
Co-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 Pepsi Co 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 Bird
Co-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.
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