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The Growth Drivers de Andy Bird

The Growth Drivers

Autor Andy Bird, Mhairi Mcewan
en Limba Engleză Hardback – 12 dec 2011

Problema centrală pe care o rezolvă The Growth Drivers este dificultatea organizațiilor de a genera o creștere profitabilă și sustenabilă într-un mediu dominat de fuziunea dintre tehnologie și media. Constatăm că multe companii eșuează nu din lipsa resurselor, ci din cauza incapacității de a transforma funcția de marketing într-un pilon strategic activ. Suntem de părere că autorii, Andy Bird și Mhairi Mcewan, oferă aici soluția practică pentru depășirea acestui blocaj: dezvoltarea sistematică a capabilităților de marketing la nivelul întregii structuri organizaționale. Descoperim în acest volum o metodologie validată de peste 50 de companii multinaționale, care mută accentul de pe simplele tactice de promovare către o viziune centrată pe client și pe integritatea socială a brandului. Dacă The Economist: Marketing for Growth de Iain Ellwood v-a oferit cadrul teoretic despre importanța marketingului ca motor de venituri, The Growth Drivers oferă instrumentele practice și studiile de caz concrete necesare pentru implementarea acestui model. Notăm cu interes cum autorii distilează experiența lor de pionierat în consultanță pentru a crea un manual de utilizare pentru liderii care navighează într-un mediu de afaceri hibrid. În contextul operei autorului, această carte reprezintă o evoluție firească. Dacă în The Inspired Leader, Andy Bird explora mecanismele psihologice și inspirația necesară la nivel individual, aici el aplică aceleași principii de leadership în contextul pragmatic al performanței comerciale. Stilul este autoritar și riguros, evitând jargonul inutil în favoarea unor cadre de lucru aplicabile imediat, transformând complexitatea piețelor digitale într-un avantaj competitiv clar pentru orice organizație care dorește să rămână relevantă.

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Specificații

ISBN-13: 9781119953319
ISBN-10: 1119953316
Pagini: 320
Dimensiuni: 157 x 235 x 23 mm
Greutate: 0.69 kg
Ediția:New.
Editura: JOHN WILEY & SONS INC
Locul publicării:Chichester, United Kingdom

Public țintă

Marketing managers, CEOs and HR managers who want to build marketing capabilities and deliver them in practice.

De ce să citești această carte

Această carte este esențială pentru directorii de marketing (CMO) și liderii de business care doresc să transforme departamentul de marketing dintr-un centru de cost într-un motor de creștere. Cititorul câștigă acces la metodologii testate în corporații de top și la instrumente practice pentru a construi echipe agile. Este resursa ideală pentru a alinia strategia de brand cu obiectivele financiare pe termen lung într-un mod sustenabil.

Descriere scurtă

The tough challenge of how to drive sustainable, profitable growth is one that is facing organizations large and small, in all sectors and industries, right across the globe. "We live in an environment that is changing hugely. Competition is more challenging, the fusion of media and technology is transforming the relationships between brands and consumers, and brands need to possess a social integrity beyond their economic intent. To continue to deliver results, it is critical that we build up stronger specialist marketing capabilities." Mark Baynes, Global Chief Marketing Officer, Kellogg The Growth Drivers explains the vital role that marketing, marketers and marketing capabilities play in driving sustainable, profitable growth. It offers fresh new thinking, inspiring case studies and practical tools to help business and marketing leaders drive growth by building marketing capabilities across their organizations. From the founders of Brand Learning the book is written from the unique perspective of highly experienced marketing practitioners who have pioneered the global category of marketing capability development and it shares the direct, practical experiences of senior business and marketing leaders from over 50 multinational companies. Praise for The Growth Drivers: 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."

Descriere

The 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.