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

Type

Book

Authors

Nirmalya Kumar

ISBN 10

1591392101

ISBN 13

9781591392101

Tags

Systems & Planning, Marketing

Description

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. - from Amzon

Number of Copies