The Growth Drivers

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The Definitive Guide to Building Marketing Capabilities

ISBN: 1119953316
ISBN 13: 9781119953319
Autor: Bird, Andy/McEwan, Mhairi
Verlag: Wiley-VCH GmbH
Umfang: 320 S.
Erscheinungsdatum: 25.11.2011
Auflage: 1/2012
Format: 2.2 x 23.5 x 16
Gewicht: 606 g
Produktform: Gebunden/Hardback
Einband: GEB

The challenge of how to drive sustainable, profitable growth is facing businesses across the world. The Growth Drivers explores the critical role that marketing and marketers play in creating the customer value needed to drive demand-led growth. It is the definitive guide to transforming organizational marketing capabilities, written by the acknowledged experts and pioneers in the field. With Foreword by Sir Roger Carr Sir Roger Carr is Chairman of Centrica plc and President of the Confederation of British Industry (CBI) „A provocative, insightful book that drives deep into the marketing function. It highlights the strategic contribution of marketing and is full of practical advice on how to build marketing capabilities to encourage growth.“ Sir Roy Gardner, Chairman, Compass Group plc „Unlike most marketing books, this is a great read. It is replete with practical points, supported by examples from world class companies. I urge everyone in marketing, be it practitioner, academic or student, to buy it, read it and act on it.“ Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management „An excellent, accessible guide to the crucial role that strategic marketing plays in driving business growth and the practical ways in which business leaders can build stronger marketing capabilities in their organizations – it is great to see so many insights captured.“ Keith Weed, Chief Marketing & Communication Officer, Unilever plc „Redefines the role of marketing. A must read for any business leader who wants to better understand the role marketing can play in driving business growth and puts them in a position to do something about it.“ Simon Lowden, Chief Marketing Officer, Pepsi Beverages, North America „A great book that is both easy to read and well worth the effort. A ‚big picture‘ guide to what marketing involves in practice and to the invaluable role capability development plays in driving growth.“ Jill McDonald, CEO McDonald’s UK & President Northern Europe Division „Skillfully blending concepts and frameworks with case studies and first person accounts, this highly readable, practical book is a must-read for all those interested in taking their marketing and business performance to the highest level.“ Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth „The Growth Drivers offers hugely valuable advice on building the capabilities of your marketers, both individually and as a team. Read this before your competitors do.“ Hugh Burkitt, Chief Executive, The Marketing Society

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InhaltsangabeThe 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? "We live in an environment that is changing hugely. Competition is more challenging, the fusion of media and technology is transforming the relationships between brands and consumers, and brands need to possess a social integrity beyond their economic intent. To continue to deliver results, it is critical that we build up stronger specialist marketing capabilities." Mark Baynes, Global Chief Marketing Officer, Kellogg

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