The Economist: Marketing for Growth (Ebook)
The role of marketers in driving revenues and profits
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How marketers can and should make much more of a difference in making their companies more financially successful - and reap the rewards and recognition for that success.
Marketing for Growth is a guide to how the marketing function within a business can and should become its most important driver of growth. Marketers play a crucial role in generating revenue and they can play an equally important role in how revenues translate into profit. Growth is also about becoming a better business by being smarter or more efficient, and growing in a sustainable way. This involves developing and improving products, processes and standard of service. Marketers have their ear to the ground and therefore are often the first to pick up on changing customer needs and behaviour and the forces at play in markets. This increases the impact marketing should have on all those aspects of a business.
The book is in three parts: the first part explores who are the most valuable customers, the second the most effective ways to drive revenue growth and the third the best ways to improve profitability. It combines insight and practical guidance, and is supported by a wealth of hard data and anecdotal evidence based on the experiences of a wide range of business in Britain, America, Europe and Asia. Among the firms featured are Amazon, China Mobile, Dove, Goldman Sachs, Haier, ING Direct, Lenovo, Mini, Procter & Gamble, Red Bull, Target, Twitter, Virgin and Zara.
The Economist: Marketing for Growth (Paperback)
The role of marketers in driving revenues and profits
Buy from
How marketers can and should make much more of a difference in making their companies more financially successful - and reap the rewards and recognition for that success.
Marketing for Growth is a guide to how the marketing function within a business can and should become its most important driver of growth. Marketers play a crucial role in generating revenue and they can play an equally important role in how revenues translate into profit. Growth is also about becoming a better business by being smarter or more efficient, and growing in a sustainable way. This involves developing and improving products, processes and standard of service. Marketers have their ear to the ground and therefore are often the first to pick up on changing customer needs and behaviour and the forces at play in markets. This increases the impact marketing should have on all those aspects of a business.
The book is in three parts: the first part explores who are the most valuable customers, the second the most effective ways to drive revenue growth and the third the best ways to improve profitability. It combines insight and practical guidance, and is supported by a wealth of hard data and anecdotal evidence based on the experiences of a wide range of business in Britain, America, Europe and Asia. Among the firms featured are Amazon, China Mobile, Dove, Goldman Sachs, Haier, ING Direct, Lenovo, Mini, Procter & Gamble, Red Bull, Target, Twitter, Virgin and Zara.
Iain Ellwood
Iain is one of the world's leading experts on brands and marketing for growth; a seasoned management consultant, writer and business leader. He has lived and worked in Japan, Hong Kong, the Netherlands, the United States.
He is the Worldwide Strategic Growth Director for Brand Union. Working with CEOs and boards, Iain's focus is on increasing profitable growth. He believes in value-based strategy that leads to practical business actions and results. Previously Iain was Founding Partner of Senate Management Consultancy. Prior to that he was head of consulting at Interbrand; he lead the integration and growth of the strategy, brand valuation & analytics and brand engagement teams. Prior to this he worked at Prophet management consultancy where he led a number of global strategic marketing engagements. Iain spent the early part of his career in the corporate team at Philips.
He has authored several books including Wonder Woman: Marketing Secrets for the Trillion Dollar Customer, The Essential Brand Book and the brand strategy chapter in Brands and Branding (The Economist). He is a member of several professional associations including the Harvard Business Review advisory panel & McKinsey & Co. executive research panel. He holds a Masters degree in social psychology from the University of London & is a graduate of the Omnicom University Senior Leadership Programme in Boston where he was taught by Harvard Professors Jim Heskett and Frances Frei. Iain lectures on the MBA Programme at London Business School.
He has led commercially effective engagements for clients in all sectors including AstraZeneca, BP, British Airways, Barclays, ING, InterContinental Hotels, Mitsubishi, Nissan, Orange, Philips, The Orient Express, RSA, Samsung, Virgin, Vodafone and Zurich.