XT…增长营销（第一章）

other econoMist books Guide to Analysing CompaniesGuide to Business ModellingGuide to Business PlanningGuide to Cash ManagementGuide to CommoditiesGuide to Decision MakingGuide to Economic IndicatorsGuide to Emerging MarketsGuide to the European UnionGuide to Financial ManagementGuide to Financial MarketsGuide to Hedge FundsGuide to Investment StrategyGuide to Management Ideas and GurusGuide to Managing GrowthGuide to Organisation DesignGuide to Project ManagementGuide to Supply Chain ManagementNumbers GuideStyle Guide Book of Business QuotationsBook of IsmsBook of ObituariesBrands and BrandingBusiness ConsultingBusiness StrategyBuying Professional ServicesDoing Business in ChinaEconomicsManaging TalentManaging UncertaintyMarketingMegachange – the world in 2050Modern Warfare, Intelligence and DeterrenceOrganisation CultureSuccessful Strategy ExecutionThe World of Business Directors: an A–Z GuideEconomics: an A–Z GuideInvestment: an A–Z GuideNegotiation: an A–Z Guide Pocket World in Figures Marketing forgrowth The role of marketers in driving revenuesand profits iainellwood THE ECONOMIST IN ASSOCIATION WITHPROFILE BOOKS LTD Published by Profile Books Ltd3a Exmouth HousePine StreetLondonec1r 0jhwww.profilebooks.com Copyright © The Economist Newspaper Ltd, 2014Text copyright © Iain Ellwood, 2014 All rights reserved. Without limiting the rights under copyright reserved above, no partof this publication may be reproduced, stored in or introduced into a retrieval system,or transmitted, in any form or by any means (electronic, mechanical, photocopying,recording or otherwise), without the prior written permission of both the copyrightowner and the publisher of this book. The greatest care has been taken in compiling this book. However, no responsibilitycan be accepted by the publishers or compilers for the accuracy of the informationpresented. Where opinion is expressed it is that of the author and does not necessarily coincidewith the editorial views of The Economist Newspaper. While every effort has been made to contact copyright-holders of material produced orcited in this book, in the case of those it has not been possible to contact successfully,the author and publishers will be glad to make amendments in further editions. Typeset in EcoType by MacGuru Ltdinfo@macguru.org.uk Printed in Great Britain by Clays, Bungay, Suffolk A CIP catalogue record for this book is available from the British Library Hardbackisbn:978 1 84668 904 8Paperbackisbn:978 1 84668 905 5e-bookisbn:978 1 84765 865 4 The paper this book is printed on is certified by the© 1996 Forest Stewardship Council A.C. (FSC).It is ancient-forest friendly. The printer holds FSC chain of custody SGS-COC-2061 To Hannah Contents AcknowledgementsviiiIntroductionix 1Customer value management12Return on investment: measurement and analytics163Barriers to growth404Targeting customers and external stakeholders515Market opportunities for growth676Proposition definition907Brand portfolio growth1068Growth through employee engagement1329Growth through customer engagement15010Growing service-based brands175 Glossary185Sources190Further reading195Index197 Acknowledgements Many people have helpedmake this book possible. First, I would like to thank those who have helped shape mythinking and been a source of much support and advice over the years:my parents, Jan and Robert Ellwood, my brothers, Andrew and Peter,Raymond Blanc, Simona Botti, Charlie Colquhoun, Paul Crisford,Simon Crisford, Morag Cuddeford-Jones, Jack Fraser, Adrian Furnham,Alastair Kingsland, David Martin, Noel Penrose, Evgeniya Petrova,Alistair Robinson, Kirsty Ross, Teresa Schrezenmaier and Grant Usmar. I have worked with many business leaders to whom I am gratefulfor their expertise and experiences, including John Allert, Fred Brown,Rita Clifton, Isabelle M. Conner, Julian Dailly, Gabor Dani, Adi Godrej,Dominic Grounsell, Tiffany Hall, Chris Kersebergen, Larry Light, AndyMilligan, Geraldine O’Connell, Clare Salmon, Simon Scoot, SimonSmith and David Still. I also owe a special debt to Frances Frei, UPSFoundation Professor of Service Management at Harvard BusinessSchool, whose teaching inspired me to champion brand marketing asa more effective way to generate profitable business growth. On the publishing side, Stephen Brough and Penny Williamsmade all the difference with their clear and patient guidance. Thanksto them and everyone at Profile Books. Most of all I would like to thank my wife, Hannah, to whom thisbook is dedicated, and without whose support and love I could nothave written a word. Iain EllwoodNovember 2013 Introduction MarkeTing is The sTrucTured process of targeting andengaging new and current customers in order to generate sales.Marketers, therefore, play a crucial role in generating revenue andthey can play an equally important role in how revenues translateinto profit. This is a guide to how marketers can improve theircommercial focus and become more in