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The Growth Drivers: The Definitive Guide to Transforming Marketing Capabilities

The Growth Drivers: The Definitive Guide to Transforming Marketing Capabilities

di Andy Bird, Mhairi McEwan

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Descrizione

"The Growth Drivers" 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 chapters includes a summary, a range of illustrative real-life examples and practical tools based on the work of leading practitioners in this pioneering field, as well as relevant diagrams and pictures. A vast array of international case studies and anecdotes are incorporated throughout the book and feature insights via examples from T-Mobile, eBay, Shell, Hewlett Packard, PepsiCo, P&G, and more.

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