Marketing as Strategy Understanding the CEO's Agenda for Driving Growth and Innovation
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has g...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Boston, Massachusetts
HAVARD BUSINESS SCHOOL PRESS
2004
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm |
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| Physical Description: | xv, 270 pages illustrations 24 cm |
| Bibliography: | Includes bibliographical references (pages [247]-258) and index |
| ISBN: | 1591392101 |
Marketing strategy