Marketing for growth
Subtitle: the role of marketers in driving revenues and profits
By: Iain Ellwood
Edition: First edition.
Series: The Economist; Economist series
Published: 2014
Language: eng
Number of pages: 210
ISBN-13: 9781610393973
Subjects: Profit; Marketing; Management
Description: "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 plan an equally important role in how revenues translate into profit" --
Notes: Includes bibliographical references (p. [190]-196) and index.
Table of contents: title: Customer value management --; title: Return on investment: measurement and analytics --; title: Barriers to growth --; title: Targeting customers and external stakeholders --; title: Market opportunities for growth --; title: Proposition definition --; title: Brand portfolio growth --; title: Growth through employee engagement --; title: Growth through customer engagement --; title: Growing service-based brands.