Marketing for growth : the role of marketers in driving revenues and profits /
Provides 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.
| Main Author: | |
|---|---|
| Corporate Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
London :
Profile Books Ltd.,
2014.
|
| Edition: | First edition. |
| Series: | The Economist
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- 1. Customer value management
- 2. Return on investment : measurement and analytics
- 3. Barriers to growth
- 4. Targeting customers and external stakeholders
- 5. Market opportunities for growth
- 6. Proposition definition
- 7. Brand portfolio growth
- 8. Growth through employee engagement
- 9. Growth through customer engagement
- 10. Growing service-based brands.