Top gear did a test on this (pretty sure it was top gear but may have been driven or something) a few years back and did achieve very close to book figures on some eco cars.
You have to realise book figures are around the best you can get, real world every brake, every over acceleration etc is eating into your MPG.
Personally I have found it fairly easy to get around book figures if you try to. I go an around 10% more fuel for each 10mph increment as a rough guide and find that works.
My Mrs does a lot of miles, about 40-45K pa. In her company BM she gets around 54MPG, I drive it on a run (same sorts of journey, M6, M11, M25 etc) and it goes up by about 3-4MPG guaranteed. I dont drive any slower, I just drive better. I leave better gaps (so brake less and more controlled), don't cane it so hard on pull away etc.
Maybe manufacturers should include drive like a **** MPG as well, where they bounce off the limiter on pull away, drive at 10MPH++ above the speed limit, constantly brake harder than necessary due to driving too close etc.