The Growth Drivers book
THE GROWTH DRIVERS: The Definitive Guide to Transforming Marketing Capabilities, by Andy Bird and Mhairi McEwan.
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 capabilities across their organisations.
Written by Andy Bird and Mhairi McEwan, highly experienced ex Unilever/PepsiCo marketing executives and the Co-Founders of Brand Learning, who pioneered the global category of marketing capability development. It shares the practical experiences of senior business and marketing leaders from over 40 multinational companies.
With foreword by Sir Roger Carr.
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What marketing and business leaders say about The Growth Drivers.
"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."
Sir Roy Gardner, Chairman, Compass Group plc
"Unlike most marketing books, this is a great read. It is replete with practical points, supported by examples from world class companies. I urge everyone in marketing, be it practitioner, academic or student, to buy it, read it and act on it."
Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management
"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 – it is great to see so many insights captured."
Keith Weed, Chief Marketing & Communication Officer, Unilever plc
"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 and puts them in a position to do something about it."
Simon Lowden, Chief Marketing Officer, Pepsi Beverages, North America
"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."
Jill McDonald, CEO McDonald’s UK & President Northern Europe Division
"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."
Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth
"The Growth Drivers offers hugely valuable advice on building the capabilities of your marketers, both individually and as a team. Read this before your competitors do."
Hugh Burkitt, Chief Executive, The Marketing Society