Marketing As Strategy

Understanding the CEO's Agenda for Driving Growth and Innovation

Nirmalya Kumar author

Format:Hardback

Publisher:Harvard Business Review Press

Published:5th May '04

Currently unavailable, and unfortunately no date known when it will be back

Marketing As Strategy cover

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.

ISBN: 9781591392101

Dimensions: unknown

Weight: 589g

288 pages