The growth drivers: the definitive guide to building marketing capabilities

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 transformingthe 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. Fromthe 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 its 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. 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 s matrix'ed environment and puts them in a position to do something about it. David Taylor is Founder and Managing Partner,the brandgym 'Brand Learning are the best in the business when it comes to building marketing capability. And this book is a great way to get the inside line on their approach'. Jill McDonald is UK Chief Executive and President Northern Europe Division at McDonalds 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. Dan Cobley is VP Marketing, Northern and Central Europe at Google 'Clear, insightful and pragmatic. It clarifies the unique contribution that effective Marketin

• ISBN: 978-1-119-95331-9
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 312
• Fecha Publicación: 21/10/2011
• Nº Volúmenes: 1
• Idioma: Inglés