ISBN 9788126538034,The Growth Drivers

The Growth Drivers


Mhairi McEwan

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ISBN 9788126538034

Wiley Business Books

Publication Year 2012

ISBN 9788126538034

ISBN-10 8126538031


Number of Pages 316 Pages
Language (English)


About the Book: The Growth Drivers: The Definitive Guide toTransforming Marketing Capabilities

Introduction -- Our Story
Overview -- How to Navigate this Book
PART 1: Understanding the Growth Drivers
1 The Growth Challenge
2 How Marketing Drives Growth
3 Transforming Marketing Capabilities
PART 2: How to Transform Marketing Capabilities toDriveGrowth
4 Defining a Marketing Capability Strategy
5 Developing Solutions (Processes and Skills)
6 Developing Solutions (Organization, People and Culture)
7 Driving Embedding
PART 3: Sustaining Growth in Practice
8 Measuring Impact
9 Mobilizing Capability Resources
10 The Future Growth Journey

About the Authors: Andy Bird, Mhairi Mcewan

Both Andy Bird and Mhairi McEwan are ex- VP Marketingexecutiveswith Unilever and PepsiCo International, and each haveover 25years hands-on experience in world-class marketing inEurope, Asia,the Middle East and Africa.
The authors co-founded London-based consultancy Brand Learningin2000 and are currently joint Brand Learning has grown to becometheleading international specialist consultancy in marketingcapabilitydevelopment, strategic partners to over 50multi-nationalcompanies.Brand Learning runs marketing capabilityinitiatives inover 56 countries
Brand Learning has won multiple Marketing Society AwardsandCommendations for Excellence, including the 2008 Grand PrixandMarketing Capabilities Prizes. It has a litany of awardsattachedtheir organization including winning 2011 Best CompanyAward in TheSunday Times Top 100 Companies Awards

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