"…outlines a marketer's 5-step plan to becoming a growth catalyst" (The Advertiser, July 1, 2009).
The Shift: The Transformation of Today's Marketers into Tomorrow's Growth Leadersby Scott M. Davis
Traditional marketers live in a short-term world built on an ever-narrowing platform of marketing communications and promotions. They are often limited to running agency relationships and enabling the sales force, while constantly being squeezed for funds they do not have. But the days of marketers operating in a vacuum and marketing and business strategies being… See more details below
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Traditional marketers live in a short-term world built on an ever-narrowing platform of marketing communications and promotions. They are often limited to running agency relationships and enabling the sales force, while constantly being squeezed for funds they do not have. But the days of marketers operating in a vacuum and marketing and business strategies being created independently of one another are ending. The best marketers are now creating integrated perspectives that start with the growth aspirations of their entire organization. The Shift will show how this new breed of Visionary Marketers has become a successful catalyst for growth and transformation within an organization, as well as how you can become a marketing visionary too.
Using case studies and insights from leading marketers at GE, Walmart, Charles Schwab, P&G, Burger King, Zappos, Best Buy, Dell, and others, as well as relying on over twenty years of professional experience, renowned marketing expert Scott Davis outlines the five shifts marketers must undertake to fundamentally shift the role of marketing and help drive both the growth agenda and bottom-line results. Davis reveals how to 1) balance short-term pressures to show results while staying aligned with the enterprise's longer-term vision, 2) continuously drive innovation in a pervasive way, 3) navigate the dizzying array of new and old media choices to reach customers in meaningful ways, 4) operate and win in increasingly complex internal and external environments, and 5) maintain a relentless focus on the customer.
It is critical for all marketers to begin leading the charge to growth in their organizations. The Shift will show how Visionary Marketers are implementing new and better ways to win new customers and build deeper and more meaningful relationships with current customers, while keeping competitors at bay.
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—From the Foreword by Philip Kotler, S.C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
Meet the Author
Scott M. Davis is a senior partner at Prophet, was an adjunct professor at the Kellogg Graduate School of Management at Northwestern University, and has guest lectured at many top MBA programs, including Harvard, NYU, Columbia, and the University of Chicago. He has worked with top executives at companies such as GE, Johnson & Johnson, IBM, Best Buy, Sara Lee, and Boeing. He is frequently cited in publications such as The Wall Street Journal, Reuters, USA Today, BusinessWeek, Advertising Age, Brandweek, Marketing News, Management Review, Inc. Magazine, and Crain's. He is the author of Brand Asset Management and coauthor of Building the Brand-Driven Business.
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The Shift by Scott Davis, a senior partner at Prophet, is a remarkably insightful book of how Chief Marketing Officers and Marketing Vice Presidents can transform themselves from tactical marketer to corporate growth leader. Uniquely armed with their organization's customer information, CMOs and Marketing Vice Presidents are well positioned to lead their organizations to greater growth if they can make the five `shifts' that will place them at the heart of strategic decision-making. Scott describes these shifts as moving: 1. from creating marketing strategies to driving business impact 2. from controlling the message to galvanizing your network 3. from incremental improvements to pervasive innovation 4. from managing marketing investments to inspiring marketing excellence and 5. from an operational focus to a relentless customer focus What I particularly appreciated about The Shift is Scott's use of evidentiary case studies and marketing executive interviews from companies like GE, Wal-Mart, and Burger King to illustrate each shift and his actions to be taken on Monday morning; both of which provide a guide for the reader seeking to make a shift of his/her own. I found The Shift not to be a book about corporate marketing but rather a book about corporate growth. I've already used several of Scott's recommendations and highly recommend The Shift to everyone seeking insight as to how to lead their organization to greater growth and profitability. All the Best, Nathan Ives StrategyDriven Principal Contributor and co-Host, StrategyDriven Podcast
Marketing certainly needs to be jolted into the 21st century, and this book may be a good first step in that direction. Scott M. Davis, working with Philip Kotler, who wrote the foreword, and with other chapter co-authors, urges tactical marketing executives to become "Visionary Marketers," a transformation process that requires "five shifts" in practice and focus. To buttress his case for change, Davis includes real-world examples of top corporate marketers who transcended their traditional roles and earned the serious regard of senior management by affecting the bottom line. However, while his case studies have practical applications, he presents little new information and his descriptions of the five transformational shifts sometimes bog down. That said, he makes a compelling point that marketing must change and focus on the larger goals of the company, armed with superior knowledge of customers. As a result, getAbstract recommends Davis' book to serious marketers who want to update and transform their tactics in a radial way and, by doing so, step into a more influential role in their companies.