Marketing as Strategy: Understandind the CEO's Agenda for Driving Growth and Innovation - Hardcover

Nirmalya Kumar

Hardcover

ISBN 10: 1591392101 ISBN 13: 9781591392101

Publisher: Harvard Business Review Press, 2004

Synopsis

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.

About this title

Synopsis:

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.

About the Author:

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.

About this edition

• Publisher: Harvard Business Review Press
• Publication date: 2004
• ISBN 10: 1591392101
• ISBN 13: 9781591392101
• Binding: Hardcover
• Edition number: 1
• Number of pages: 270