The Growth Drivers The Definitive Guide to Transforming Marketing Capabilities [Hardcover]

The Growth Drivers is a practical guide to building marketing capabilities. It explains why it is critical that organizations invest in the capabilities needed to excel at customer-centric marketing to drive growth. The authors explain what world-class marketing means in practice and reveal the power of strategic marketing as a dynamic propeller of growth. Each chapter includes 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.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

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. Theil1