"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 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 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.”
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 McDonald’s
“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 Marketing and Marketers can make to driving business growth - just as relevant to the digital world as to more conventional markets.”
Steve Radcliffe is Partner at Steve Radcliffe Associates
“This is an excellent book. It explains how marketers can set a more strategic ‘growth-driving’ vision, engage the whole organisation with a customer-centric agenda and then help deliver tangible results. I recommend it as a must read for all global marketing and business leaders.”
Professor Malcolm McDonald MA(Oxon) MSc PhD DLitt is Chairman Brand Finance plc Emeritus Professor Cranfield University School of Management.
“Unlike most marketing books, this is a great read. It is replete with practical points, each of which is supported by examples from world class companies. I urge everyone in marketing, be it student, practitioner or academic, to buy it, read it and act on it."
Avainsanat: Strategic Marketing