Ellwood, Iain.
Marketing for growth : the role of marketers in driving revenues and profits / At head of title: Economist Iain Ellwood. - London: Profile books, 2014. - xi, 210 pages : illustrations ; 22 cm
Includes bibliographical references (pages 195-196) and index.
Customer value management -- Return on investment: measurement and analytics -- Barriers to growth -- Targeting customers and external stakeholders -- Market opportunities for growth -- Proposition definition -- Brand portfolio growth -- Growth through employee engagement -- Growth through customer engagement -- Growing service-based brands.
"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"--
9781846689055 161039397X
2013954402
Marketing.
Profit.
HF5415 / .E585 2014
658.8 / ELL
Marketing for growth : the role of marketers in driving revenues and profits / At head of title: Economist Iain Ellwood. - London: Profile books, 2014. - xi, 210 pages : illustrations ; 22 cm
Includes bibliographical references (pages 195-196) and index.
Customer value management -- Return on investment: measurement and analytics -- Barriers to growth -- Targeting customers and external stakeholders -- Market opportunities for growth -- Proposition definition -- Brand portfolio growth -- Growth through employee engagement -- Growth through customer engagement -- Growing service-based brands.
"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"--
9781846689055 161039397X
2013954402
Marketing.
Profit.
HF5415 / .E585 2014
658.8 / ELL