Marketing as Strategy Understanding the CEO's Agenda for Driving Growth and Innovation

• Main Author: Kumar, Nirmalya (Author)
• Format: Book
• Language: English
• Published: Boston, Massachusetts HAVARD BUSINESS SCHOOL PRESS 2004
• Subjects: Marketing; Strategic planning
• Online Access: Click Here to View Status and Holdings.
• Physical Description: xv, 270 pages illustrations 24 cm
• Bibliography: Includes bibliographical references (pages [247]-258) and index
• ISBN: 1591392101

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