The Growth Drivers The Definitive Guide to Transforming Marketing Capabilities

by Bird, Andy; McEwan, Mhairi

• ISBN13: 9781119953319
• ISBN10: 1119953316
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-12-12
• Publisher: Wiley

Summary

The Growth Drivers is not only a practical guide to building marketing capabilities it explains why it is critical that organisations invest in the capabilities needed to excel at customer-centric marketing to drive growth. They explain what world-class marketing means in practice and reveal the power of strategic marketing as a dynamic propeller of growth - clarifying the unique role that world-class marketing can play. This is a new, more sustainable way to ensure the organisation is equipped to deliver superior customer value and drive demand-led growth. Each chapter will include 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.

Author Biography

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.

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

Table of Contents

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