New Book - Transforming Marketing Capabilities

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The challenge of how to drive sustainable, profitable growth is facing businesses across the world. The Growth Drivers, a new business book published this month, explores the critical role that marketing and marketers play in creating the customer value needed to drive demand-led growth. It is designed to be the definitive guide to transforming organisational marketing capabilities, written by the acknowledged experts and pioneers in the field.

The challenge of how to drive sustainable, profitable growth is facing businesses across the world. The Growth Drivers, a new business book published this month, explores the critical role that marketing and marketers play in creating the customer value needed to drive demand-led growth. It is designed to be the definitive guide to transforming organisational marketing capabilities, written by the acknowledged experts and pioneers in the field..

The authors, Andy Bird and Mhairi McEwan, ex Unilever/PepsiCo marketing executives and co-founders of Brand Learning, have pioneered the category of marketing capability development and their team has supported over 100 multinational companies in 60 countries. This book contains their experience and also shares the practical insights and honest reflections of over 40 senior business and marketing leaders in driving the growth of their brands and businesses across the world.

The Growth Drivers offers fresh new thinking, inspiring case histories and a wealth of practical tools, to help CEOs, CMOs and other business and marketing leaders transform the marketing capabilities and commercial performance of their people, teams and organisations.

The authors argue that: “As the risk of widespread global recession increases, the urgent questions as to how businesses can drive sustainable, profitable growth in tough economic conditions are rarely being met with any convincing answers. Our book explores the vital role that marketing, marketers and marketing capability development can play in helping to drive growth by proactively equipping and enabling organisations to create better customer value.”

The foreword for The Growth Drivers is written by CBI president Sir Roger Carr and it has attracted a host of testimonials from senior business and marketing leaders and academics including:

  •     Sir Roy Gardner, chairman, Compass Group plc
  •     Keith Weed, chief marketing & communication officer, Unilever plc
  •     Simon Lowden, chief marketing officer, Pepsi Beverages, North America
  •     Keith Weed, chief marketing & communication officer, Unilever plc
  •     Jill McDonald, CEO McDonald’s UK & president Northern Europe Division
  •     Professor Malcolm McDonald, emeritus professor, Cranfield University School of Management, UK
  •     Kevin Lane Keller, professor Marketing Tuck Business School, Dartmouth, US

The Growth Drivers addresses a broad range of topics which are relevant for marketing and business leaders. These include: The role of marketing and of Marketers in driving growth:

  •     The DNA of a great Marketer
  •     The leadership skills that every senior Marketer needs to influence the company growth agenda
  •     The training trap – how marketing capability development is NOT simply training
  •     How human resources can adopt marketing processes to build the employer brand and attract the very best talent
  •     How Marketers can improve their commercial awareness
  •     How to create a marketing capability strategy and development programme
  •     How to embed a marketing capability programme within the organisation
  •     How to measure the ROI on marketing capability investment
  •     How to organise to sustain capability development

Mhairi McEwan and Andy Bird conclude: “We believe Marketers must step up and embrace their strategic role as growth drivers. They should work tirelessly to establish and sustain a compelling customer-focused vision for their organisations. They need to inspire and engage people both inside and outside the organisation to deliver that vision and constantly re-evaluate and assess their delivery of value as the external landscape changes.”

They add, “We're indebted to the many clients , academics , industry experts and colleagues who have contributed their experience, case studies and learnings to The Growth Drivers. At a time when the business world is so desperately in need of the capabilities to drive growth, we hope our book will make an important contribution to the debate and to practical, proactive change.”

The Growth Drivers is published by Wiley and is now available from Amazon and leading booksellers.

For further information, contact:
Jo Sensini
Velvet PR
Tel: 0208 996 1800/07710 316759
Email: Jo(at)velvetpr(dot)biz

Mhairi McEwan
Co-Founder and CEO, 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 (http://www.brandlearning.com)
Brand Learning is the leading global consultancy in transforming organizational marketing capabilities. The company is privately owned. Its co-founders are Mhairi McEwan (CEO) Andy Bird (Executive Director) - two ex Unilever/ Pepsi-Co VP marketing executives, who set the business up in 2000 and who jointly won the ‘Best Leader’ 2011 in The Sunday Times Top 100 Small Companies Awards.

Brand Learning is a dynamic consultancy with an unparalleled reputation in the specialist discipline of marketing capability development. Brand Learning works with some of the world’s leading companies in over 60 countries to help companies create better customer value and drive growth.
Brand Learning is a fast growing business. It is actively recruiting talented individuals and has over 100 multinational corporations on its client list including Unilever, Shell, Diageo, Kellogg, Astra Zeneca, PepsiCo and Philips.

Brand Learning has picked up a host of accolades in recent times including securing the top slot in the Sunday Times 100 Best Small Companies 2011 and a top 5 place in the past 3 years. Brand Learning has also won Marketing’s greatest prize - The Marketing Society’s Grand Prix across all categories for its work with client AkzoNobel (formerly ICI) and its Marketing Excellence Award for Marketing Capabilities with client Shell.

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