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BOOK OF THE MONTH
SIN
Reema Abbasi
499

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The awakening...(+)

Author Spotlight
KEIGO HIGASHINO is a bestselling novelist in Japan and Asia, with numerous television and film adaptations ...(+)
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The Economist: Marketing for Growth
Iain Ellwood

Classification : Business, Management & Economics
Pub Date : Dec 05, 2013
Imprint : Economist Books
Page Extent : 224
Binding : PB
ISBN : 9781846689055
Price : 399

About the book
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. The book is in three parts: the first part explores who are the most valuable customers, the second the most effective ways to drive revenue growth and the third the best ways to improve profitability.
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Iain Ellwood
Iain Ellwood has over twenty years international experience working in Japan, Hong Kong, the Netherlands and the United States as a marketing brand strategist for such companies as AstraZeneca, Orange...(+)