The Growth Drivers
The Definitive Guide to Transforming Marketing Capabilities
(Sprache: Englisch)
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...
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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 Societys 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 pla
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 Societys 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 pla
Klappentext zu „The Growth Drivers “
The tough challenge of how to drive sustainable, profitable growth is one that is facing organizations large and small, in all sectors and industries, right across the globe."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
The Growth Drivers explains the vital role that marketing, marketers and marketing capabilities play in driving sustainable, profitable growth. It offers fresh new thinking, inspiring case studies and practical tools to help business and marketing leaders drive growth by building marketing capabilities across their organizations.
From the founders of Brand Learning the book is written from the unique perspective of highly experienced marketing practitioners who have pioneered the global category of marketing capability development and it shares the direct, practical experiences of senior business and marketing leaders from over 50 multinational companies.
Praise for The Growth Drivers:
Sir Roger Carr is Chairman of Centrica PLC and President of the CBI "In this book, the authors argue that effective marketing has a vital role to play in driving sustainable, profitable growth - and they are right. It is a critical role and it's also a weighty responsibility - one that cannot be ignored."
Sir Roy Gardner is Chairman of the Compass Group Plc
"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."
Cilla Snowball CBE is Group Chairman & Group CEO of
... mehr
Abbott Mead Vickers BBDO
Mhairi and Andy practise what they preach. They perfectly epitomise the growth driver principles outlined in this book. Their own marketing consultancy has grown explosively in size and stature. They service a wide range of blue chip marketing clients and they run a happy ship, stuffed full of talented marketing people. This book distils their knowledge and packages it into a useful and readable marketing manual".
Kevin Lane Keller is E.B. Osborn Professor of Marketing at Tuck School of Business
"Today's increasingly difficult marketing environment demands that marketers and organizations develop new skills and mindsets. In The Growth Drivers, Andy Bird and Mhairi McEwan provide clear, comprehensive advice as to the right ways and wrong ways to develop game-changing marketing capabilities. 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."
Russ Shaw formerly Vice President & General Manager-Mobile Division and Europe, Middle East & Africa at Skype
"An excellent guide to the unique contribution that Marketing makes to driving business growth. Underpins the strategic value of marketing capability development as a key driver of growth".
Keith Weed is Chief Marketing and Communications Manager, Unilever
"...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. Andy & Mhairi always have a lot to offer and it is great to see so many insights captured in this book."
Simon Lowden is CMO Pepsi Beverages North America
"Redefines the role of Marketing. A must read for any business leader who wants to better unde
Mhairi and Andy practise what they preach. They perfectly epitomise the growth driver principles outlined in this book. Their own marketing consultancy has grown explosively in size and stature. They service a wide range of blue chip marketing clients and they run a happy ship, stuffed full of talented marketing people. This book distils their knowledge and packages it into a useful and readable marketing manual".
Kevin Lane Keller is E.B. Osborn Professor of Marketing at Tuck School of Business
"Today's increasingly difficult marketing environment demands that marketers and organizations develop new skills and mindsets. In The Growth Drivers, Andy Bird and Mhairi McEwan provide clear, comprehensive advice as to the right ways and wrong ways to develop game-changing marketing capabilities. 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."
Russ Shaw formerly Vice President & General Manager-Mobile Division and Europe, Middle East & Africa at Skype
"An excellent guide to the unique contribution that Marketing makes to driving business growth. Underpins the strategic value of marketing capability development as a key driver of growth".
Keith Weed is Chief Marketing and Communications Manager, Unilever
"...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. Andy & Mhairi always have a lot to offer and it is great to see so many insights captured in this book."
Simon Lowden is CMO Pepsi Beverages North America
"Redefines the role of Marketing. A must read for any business leader who wants to better unde
... weniger
The tough challenge of how to drive sustainable, profitable growth is one that is facing organizations large and small, in all sectors and industries, right across the globe.
"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
The Growth Drivers (TM) explains the vital role that marketing, marketers and marketing capabilities play in driving sustainable, profitable growth. It offers fresh new thinking, inspiring case studies and practical tools to help business and marketing leaders drive growth by building marketing capabilities across their organizations.
It is written from the unique perspective of highly experienced marketing practitioners who have pioneered the global category of marketing capability development and it shares the direct, practical experiences of senior business and marketing leaders from over 50 multinational companies.
"In this book, the authors argue that effective marketing has a vital role to play in driving growth - and they are right. It is a critical role and it's also a weighty responsibility - one that cannot be ignored." -- Sir Roger Carr, Chairman of Centrica plc and President of the Confederation of British Industry (CBI)
"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 organisations. Andy & Mhairi always have a lot to offer and it is great to see so many insights captured in this book." -- Keith Weed, Chief Marketing & Communication Officer, Unilever plc
"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 Division
"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, particularly in today's matrix'ed environment - and puts them in a position to do something about it." -- Simon Lowden, Chief Marketing Officer, Pepsi Beverages North America
"xxxx to be supplied" -- Kevin Keller, E. B. Osborn Professor of Marketing at the Tuck School of Business, Dartmouth College USAcan build stronger marketing capabilities in their organisations. Andy & Mhairi always have a lot to offer and it is great to see so many insights captured in this book." -- Keith Weed, Chief Marketing & Communication Officer, Unilever plc
"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
The Growth Drivers (TM) explains the vital role that marketing, marketers and marketing capabilities play in driving sustainable, profitable growth. It offers fresh new thinking, inspiring case studies and practical tools to help business and marketing leaders drive growth by building marketing capabilities across their organizations.
It is written from the unique perspective of highly experienced marketing practitioners who have pioneered the global category of marketing capability development and it shares the direct, practical experiences of senior business and marketing leaders from over 50 multinational companies.
"In this book, the authors argue that effective marketing has a vital role to play in driving growth - and they are right. It is a critical role and it's also a weighty responsibility - one that cannot be ignored." -- Sir Roger Carr, Chairman of Centrica plc and President of the Confederation of British Industry (CBI)
"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 organisations. Andy & Mhairi always have a lot to offer and it is great to see so many insights captured in this book." -- Keith Weed, Chief Marketing & Communication Officer, Unilever plc
"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 Division
"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, particularly in today's matrix'ed environment - and puts them in a position to do something about it." -- Simon Lowden, Chief Marketing Officer, Pepsi Beverages North America
"xxxx to be supplied" -- Kevin Keller, E. B. Osborn Professor of Marketing at the Tuck School of Business, Dartmouth College USAcan build stronger marketing capabilities in their organisations. Andy & Mhairi always have a lot to offer and it is great to see so many insights captured in this book." -- Keith Weed, Chief Marketing & Communication Officer, Unilever plc
Inhaltsverzeichnis zu „The Growth Drivers “
Foreword xiIntroduction - 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 Defi ning 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
Autoren-Porträt von Andy Bird, Mhairi McEwan
Andy Bird Co-founder and Executive Director - Innovation & Capabilities, Brand Learning Andy has spent 25 years in international Marketing and Consultancy. After obtaining a First in Politics, Philosophy & Economics at Oxford University, Andy joined Unilever where he worked for 14 years. His early career comprised various Foods marketing roles based in the UK, Singapore and India. Andy moved on to become VP for the Unilever Marketing Academy, a unit he helped set up and lead to build marketing capabilities throughout its global business. He co-founded Brand Learning with Mhairi McEwan in 2000. As a consultant Andy has led many strategic marketing capability development programmes with businesses such as AkzoNobel, Astra Zeneca, Intercontinental Hotels Group, Novartis, SABMiller and Unilever. Andy is a Fellow of The Marketing Society and a Fellow of the CIM. Together with Mhairi McEwan, he was awarded 'Best Leader' in The Sunday Times Top 100 'Best Small Companies Awards' 2011.Mhairi McEwan Co-founder and Chief Executive, Brand Learning Mhairi has spent over 29 years in international Marketing, Sales and Consultancy. After graduating with First class honours in Psychology from The University of Leicester, she initially spent 13 years with Unilever Home & Personal Care businesses in Marketing, including roles as Market Manager for Unilever in Egypt, in European Marketing roles for Lever Europe in the UK & France and in Sales. Mhairi joined PepsiCo International in 1995 as VP Marketing Europe and then as VP for PepsiCo's UK Snack Foods business. In July 2000, Mhairi co-founded Brand Learning with Andy Bird and has led many global marketing capability development programmes with businesses including Unilever, Shell, PepsiCo, Tesco, Hewlett Packard and Diageo. Mhairi is a Fellow of The Marketing Society, a Fellow of the CIM and a Council Member of The Marketing Group of Great Britain. Together with Andy Bird, she was awarded 'Best Leader' in The Sunday Times Top 100
... mehr
'Best Small Companies Awards' 2011.-founder and Chief Executive, Brand Learning Mhairi has spent over 29 years in international Marketing, Sales and Consultancy. After graduating with First class honours in Psychology from The University of Leicester, she initially spent 13 years with Unilever Home & Personal Care businesses in Marketing, including roles as Market Manager for Unilever in Egypt, in European Marketing roles for Lever Europe in the UK & France and in Sales. Mhairi joined PepsiCo International in 1995 as VP Marketing Europe and then as VP for PepsiCo's UK Snack Foods business. In July 2000, Mhairi co-founded Brand Learning with Andy Bird and has led many global marketing capability development programmes with businesses including Unilever, Shell, PepsiCo, Tesco, Hewlett Packard and Diageo. Mhairi is a Fellow of The Marketing Society, a Fellow of the CIM and a Council Member of The Marketing Group of Great Britain. Together with Andy Bird, she was awarded 'Best Leader' in The Sunday Times Top 100 'Best Small Companies Awards' 2011
... weniger
Bibliographische Angaben
- Autoren: Andy Bird , Mhairi McEwan
- 2012, 1. Auflage, XXI, 294 Seiten, mit Abbildungen, Maße: 15,7 x 23,5 cm, Gebunden, Englisch
- Verlag: Wiley & Sons
- ISBN-10: 1119953316
- ISBN-13: 9781119953319
- Erscheinungsdatum: 01.12.2011
Sprache:
Englisch
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