The Growth Drivers: The Definitive Guide to Transforming Marketing Capabilities

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The Growth Drivers: The Definitive Guide to Transforming Marketing Capabilities

Format:  Hardcover,

294 pages

Publisher: John Wiley & Sons Inc

Publish Date: Dec 2011

ISBN-13: 9781119953319

ISBN-10: 1119953316

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The following content was provided by the publisher.
"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.

Specifications

Author:
Publisher: John Wiley & Sons Inc
Publish Date: Dec 2011
ISBN-13: 9781119953319
ISBN-10: 1119953316
Format: Hardcover
Number of Pages: 294
Shipping Weight (in pounds): 1.25
Product in Inches (L x W x H): 6.2 x 1.0 x 9.1
Walmart No.: 9781119953319

Chapter outline

Forewordp. xi
Introduction Our Storyp. xiii
Contributorsp. xix
Overview How to Navigate this Bookp. 1
Understanding the Growth Driversp. 5
The Growth Challengep. 7
How Marketing Drives Growthp. 37
Transforming Marketing Capabilitiesp. 71
How to Transform Marketing Capabilities to Drive Growthp. 101
Defi ning a Marketing Capability Strategyp. 103
Developing Solutions (Processes and Skills)p. 133
Developing Solutions (Organization, People and Culture)p. 165
Driving Embeddingp. 199
Sustaining Growth in Practicep. 227
Measuring Impactp. 229
Mobilizing Capability Resourcesp. 255
The Future Growth Journeyp. 277

Book description

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.

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