With the economy set for recovery, thoughts are turning again to ramping up marketing efforts in an attempt to catch the benefits of the upcycle. Ellwood’s book is a timely look at how marketers can help businesses increase revenues and profits. The book focuses on the role of marketers in identifying and achieving profitable growth and the tools and methods available to them.

Well thought out, it starts by examining the growth life cycle and the use analytics to define the size of the market opportunity and measure the impact of marketing. It includes a methodology to identify the more potentially rewarding customer targets: to differentiate customer propositions; to make sure employees deliver what is promised; to turn customers into powerful brand advocates. The link between marketing activity and bottom-line profit performance is never far from the author’s thoughts.

Ten self-contained chapters form an easy-to-use handbook of insights and frameworks. Relevant case studies – including Amazon, Apple, Coca-Cola, Google and e-Bay – add colour, and a handy glossary explains marketing terms and concepts.