Overview of Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation Book

This is a wake-up call for marketers on what CEOs want and how to deliver it. CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, while 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 tactical implementers of traditional marketing functions-like advertising and promotion-to strategic coordinators of organization-wide, transformational initiatives aimed at profitably delivering value to customers. Kumar outlines seven strategy-focused, cross-functional, and bottom-line oriented initiatives that can put marketing back on the CEO's agenda and elevates its role in shaping the destiny of the firm.

• Book Type :

Business & Finance

• Book Binding :

Paperback

• Language :

English

• Number of Pages :

• ISBN - 10 :

1591392101

• Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation Published On :

5 May 2004

• Resource:

Textbooks, Business & Finance Books for Students, Teachers, Graudates, Professionals and all others

Disclaimer:

• Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation Book is not for reading online or for free download in PDF or eBook format.
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