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The Growth Drivers: The Definitive Guide to Transforming Marketing Capabilities

ISBN: 978-1-119-95331-9
320 pages
December 2011
The Growth Drivers: The Definitive Guide to Transforming Marketing Capabilities (1119953316) cover image
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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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

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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

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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."

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