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.

Autorentext

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 McEwan
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 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 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.

Klappentext
The Growth Drivers will help business leaders reach a deeper appreciation of the strategic value of marketing and of marketers. It shares the practical insights of the authors and other experienced business and marketing leaders from over 40 multinational companies and gives valuable advice as to how to build the marketing capabilities needed to drive sustainable, profitable, demand-led growth.

Some of the key questions addressed include;

How can marketing help drive sustainable, profitable growth?
What are the core disciplines and practices of effective marketing?
What are the key drivers of organizational marketing capability?
How can an organization transform its marketing capabilities in practice?
How can the impact of marketing and capability development be measured?
How can marketing capability development be managed for sustained growth? BRAND LEARNING Brand Learning has supported over 100 companies in 60 countries globally. It was awarded 'Best Company' and Andy & Mhairi were awarded 'Best Leader' in The Sunday Times Top 100 'Best Small Companies' Awards 2011.
For further information visit www.brandlearning.com or follow us on Twitter @brandlearning

Zusammenfassung
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.

Inhalt
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