Speed Read – The Growth Drivers

Jason Cromack
Lateral Group

This Speed Read was originally published in Admap - July 2013 issue.

The Growth Drivers: The Definitive Guide to Transforming Marketing Capabilities is a guide for businesses to make best use of their marketing channels, examining the role of marketing, the people behind it and using these strategies to drive growth.

The Growth Drivers explores the strategic value of marketing and how this can be best applied by individuals and organisations to drive sustainable and profitable business growth. Authors Andy Bird and Mhairi McEwan are highly experienced marketing practitioners with a professional background spanning brands including PepsiCo, Walkers Snack Foods and Unilever. Both are Fellows of the Chartered Institute of Marketing.

Central ideas and arguments