BOOK REVIEW: The Growth Drivers
Authors: Andy Bird and Mhairi McEwan
Publisher: John Wiley & Sons
Reviewer: Martin Boddy, chief executive, Jaywing
Andy Bird and Mhairi McEwan’s The Growth Drivers discusses the role played by marketing in driving sustainable, profitable growth through brand, proposition and communications. It explains why companies must invest in the capabilities needed to excel at customer-centric marketing, providing frameworks that show how different capabilities fit together and gaps can be addressed.
I found myself nodding along regularly. Often marketing doesn’t own ‘growth’ and therefore its ability to create it is stifled, particularly by gaps in capability. Insight and engagement at the heart of marketing and descriptions of the different pressures brought about by numerous digital channels, operational pressures to do more with less, and capability pressures of balancing art and science struck a chord. Bird and McEwan point out that not every marketer can excel in everything but an organisation as a whole must if it is to achieve world-class marketing.