Marketing as Strategy: Understanding the Ceo's Agenda for Driving Growth and Innovation (Hardcover) (ISBN-13: 9781591392101)

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.

Author: Nirmalya Kumar
ISBN-10: 1591392101
ISBN-13: 9781591392101
Publisher: Harvard Business Review Press
Language: English
Published: 05/05/2004
Pages: 288
Format: Hardcover
Weight: 1.30lbs
Size: 9.30h x 6.40w x 1.00d