A Bird
The Growth Drivers – The Definitive Guide to Transforming Marketing Capabilities
The Definitive Guide to Transforming Marketing Capabilities
Gebonden Engels 2011 9781119953319
Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
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.
Specificaties
ISBN13:9781119953319
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:320
Uitgever:John Wiley & Sons
Hoofdrubriek:Marketing, Algemeen management
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
Foreword xi
<p>Introduction Our Story xiii</p>
<p>Contributors xix</p>
<p>Overview How to Navigate this Book 1</p>
<p>PART 1: Understanding the Growth Drivers 5</p>
<p>1 The Growth Challenge 7</p>
<p>2 How Marketing Drives Growth 37</p>
<p>3 Transforming Marketing Capabilities 71</p>
<p>PART 2: How to Transform Marketing Capabilities to Drive Growth 101</p>
<p>4 Defi ning a Marketing Capability Strategy 103</p>
<p>5 Developing Solutions (Processes and Skills) 133</p>
<p>6 Developing Solutions (Organization, People and Culture) 165</p>
<p>7 Driving Embedding 199</p>
<p>PART 3: Sustaining Growth in Practice 227</p>
<p>8 Measuring Impact 229</p>
<p>9 Mobilizing Capability Resources 255</p>
<p>10 The Future Growth Journey 277</p>
<p>Index 287</p>
<p>Introduction Our Story xiii</p>
<p>Contributors xix</p>
<p>Overview How to Navigate this Book 1</p>
<p>PART 1: Understanding the Growth Drivers 5</p>
<p>1 The Growth Challenge 7</p>
<p>2 How Marketing Drives Growth 37</p>
<p>3 Transforming Marketing Capabilities 71</p>
<p>PART 2: How to Transform Marketing Capabilities to Drive Growth 101</p>
<p>4 Defi ning a Marketing Capability Strategy 103</p>
<p>5 Developing Solutions (Processes and Skills) 133</p>
<p>6 Developing Solutions (Organization, People and Culture) 165</p>
<p>7 Driving Embedding 199</p>
<p>PART 3: Sustaining Growth in Practice 227</p>
<p>8 Measuring Impact 229</p>
<p>9 Mobilizing Capability Resources 255</p>
<p>10 The Future Growth Journey 277</p>
<p>Index 287</p>
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