eBook The Economist: Marketing for Growth, 1st Edition

  • Iain Ellwood
  • Published By: Economist
  • ISBN-10: 1847658652
  • ISBN-13: 9781847658654
  • DDC: 658.8
  • Grade Level Range: College Freshman - College Senior
  • 224 Pages | eBook
  • Original Copyright 2014 | Published/Released April 2014
  • This publication's content originally published in print form: 2014
  • Price:  Sign in for price



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 play an equally important role in how revenues translate into profit. Growth is also about becoming a better business by being smarter or more efficient, and growing in a sustainable way. This involves developing and improving products, processes and standard of service. Marketers have their ear to the ground and therefore are often the first to pick up on changing customer needs and behaviour and the forces at play in markets. This increases the impact marketing should have on all those aspects of a business.

Table of Contents

Front Cover.
Half Title Page.
Other Economist Books.
Title Page.
Copyright Page.
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.
Further Reading.
Other Backmatter.