Marketing for growth : the role of marketers in driving revenues and profits / Iain Ellwood.
By: Ellwood, Iain.
Material type:
TextPublisher: London: Profile books, 2014Description: xi, 210 pages : illustrations ; 22 cm.ISBN: 9781846689055; 161039397X.Other title: Economist [At head of title:].Subject(s): Marketing
| ProfitDDC classification: 658.8 LOC classification: HF5415 | .E585 2014Online resources: Contributor biographical information | Publisher description | Item type | Current location | Collection | Call number | Status | Date due | Barcode |
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Christ PU College ->Management | Stack Room Shelf | 658.8 ELL (Browse shelf) | Available | 01000761 |
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"--
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