The Growth Drivers : The Definitive Guide to Transforming Marketing Capabilities.
Title:
The Growth Drivers : The Definitive Guide to Transforming Marketing Capabilities.
Author:
Bird, Andy.
ISBN:
9781119961185
Personal Author:
Edition:
1st ed.
Physical Description:
1 online resource (318 pages)
Contents:
THE GROWTH DRIVERS: The Definitive Guide to Transforming Marketing Capabilities -- CONTENTS -- FOREWORD -- INTRODUCTION - OUR STORY -- CONTRIBUTORS -- OVERVIEW - HOW TO NAVIGATE THIS BOOK -- Part 1: Understanding the Growth Drivers -- Chapter 1: THE GROWTH CHALLENGE -- Chapter 2: HOW MARKETING DRIVES GROWTH -- Chapter 3: TRANSFORMING MARKETING CAPABILITIES -- Part 2: How to Transform Marketing Capabilities to Drive Growth -- Chapter 4: DEFINING A MARKETING CAPABILITY STRATEGY -- Chapter 5: DEVELOPING SOLUTIONS (PROCESSES AND SKILLS) -- Chapter 6: DEVELOPING SOLUTIONS (ORGANIZATION, PEOPLE AND CULTURE) -- Chapter 7: DRIVING EMBEDDING -- Part 3: Sustaining Growth in Practice -- Chapter 8: MEASURING IMPACT -- Chapter 9: MOBILIZING CAPABILITY RESOURCES -- Chapter 10: THE FUTURE GROWTH JOURNEY -- INDEX.
Abstract:
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.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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Electronic Access:
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