The Growth Drivers

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.

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