Book description
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."
Andy Bird and Mhairi McEwan are both highly experienced
international marketing practitioners. They are also the co-founders
of Brand Learning, leading global experts in building marketing
capabilities. Their specialist consultancy team has helped to
transform the marketing capabilities and commercial performance of
people, teams and organizations across the world.
Mhairi McEwan Co-founder and Chief Executive, Brand Learning
Mhairi's career spans international marketing, sales and consultancy
roles with Unilever in the UK, Egypt and France, and then with PepsiCo
as VP Marketing - Europe and VP Marketing - Walkers Snack Foods.
Mhairi is a Fellow of The Marketing Society, a Fellow of the CIM and a
Council Member of The Marketing Group of Great Britain.
Andy Bird Co-founder and Executive Director, Brand Learning
Andy's international marketing and consultancy career includes roles
with Unilever in the UK, Singapore and India. He also played a global
marketing role as VP for the Unilever Marketing Academy, with
responsibility for building marketing capabilities throughout its
international business. Andy is a Fellow of The Marketing Society and
a Fellow of the CIM.
Brand Learning
Brand Learning has supported over 100 companies in 60 countries
globally. It was awarded 'Best Company' and Andy & Mhairi were
awarded 'Best Leader' in The Sunday Times Top 100 'Best Small
Companies' Awards 2011.
For further information visit www. brandlearning. com or
follow us on Twitter @brandlearning
