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Marketing As Strategy

Name: Marketing As Strategy
Brand: Harvard Business Review Press
SKU: 04237516
Price: 33.59 EUR
Availability: InStock
Author: Kumar Nirmalya
ISBN: 9781591392101

Understanding the CEO's Agenda for Driving Growth and Innovation

Kumar Nirmalya

Lingua

Inglese

Libro Rigido

Codice Libristo: 04237516

Casa editrice Harvard Business Review Press, maggio 2004

CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost i... Descrizione completa

Codice Libristo: 04237516

82 b

33.59 €

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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 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.