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

by Nirmalya Kumar
     
 

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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…  See more details below

Overview

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.

Product Details

ISBN-13:
9781422163399
Publisher:
Harvard Business Review Press
Publication date:
05/05/2004
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
304
File size:
2 MB

Meet the Author

Nirmalya Kumar is Professor of Marketing, Director of the Centre for Marketing, and Codirector of the Aditya V Birla India Centre at London Business School.

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