The growth drivers : the definitive guide to transforming marketing capabilities
著者
書誌事項
The growth drivers : the definitive guide to transforming marketing capabilities
Wiley, 2012
- : hardback
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注記
Includes index
内容説明・目次
内容説明
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.
目次
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 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
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