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.
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"Marketing as Strategy provides top executives with an excellent holistic framework, based on proven solid theory, of how to navigate in today's fragmented, fast-moving, and digitized marketplace. Kumar transforms marketing into a strategy process that enables organizations to advance into unknown territory and serve consumers’ ever changing needs."
—Matti Alahuhta, President, Nokia Mobile Phones, Finland
"This book is a must read."
—Kumaramangalam Birla, Chairman, Aditya Birla Group, India
"Kumar sets out very clearly how marketing transformations such as focusing a brand portfolio can be critical factors for creating long-term profitable growth and significant value for the business."
—Antony Burgmans, Chairman, Unilever N.V., Netherlands
"In Marketing as Strategy, Kumar provides brilliant insights into how his strategic approach to marketing can transform corporations and enable them to build sustainable growth platforms. All marketers would do well to heed his insights and follow his sage advice."
—Bill George, former Chairman and CEO, Medtronic Inc.
"Kumar has succeeded admirably in opening up a new page in the theory and practice of marketing."
—Philip Kotler, S. C. Johnson & Sons Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
"Kumar insightfully and systematically outlines the need to understand the core competences, strategic assets, and core processes that drive innovation and growth, something that entrepreneurs like me try to achieve by instinct."
—Stelios Haji-Ioannou, serial entrepreneur and Chairman, easyGroup
Nirmalya Kumar is Professor of Marketing at the International Institute for Management Development in Lausanne, Switzerland. At IMD, he serves as Program Director for two executive programs: Marketing in the Networked Economy and Venture Booster. He earned his doctorate under the tutelage of Philip Kotler at Northwestern University.
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