Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation
May 2004 · Harvard Business Press
3.7star
3 reviewsreport
Ebook
304
Pages
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About this ebook
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.
Ratings and reviews
3.7
3 reviews
A Google user
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August 20, 2009
Waste of paper and time!
About 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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