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

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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Bibliographic Details
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.
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504 # # |a Includes bibliographical references (pages [247]-258) and index 
520 # # |a 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 
650 # 0 |a Marketing 
650 # 0 |a Strategic planning 
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