The Growth Drivers: The Definitive Guide to Transforming Marketing Capabilities

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 we ll 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

Spis treści:
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 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

Nota biograficzna:
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 helpe d 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.
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

Okładka tylna:
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)
& #8220;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