Description
Book SynopsisThe Growth Drivers 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.
Table of ContentsForeword 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 Defining 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
