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Sinossi
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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L'autore
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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- EditoreHarvard Business School Pr
- Data di pubblicazione2004
- ISBN 10 1591392101
- ISBN 13 9781591392101
- RilegaturaCopertina rigida
- LinguaInglese
- Numero di pagine304
- Contatto del produttorenon disponibile
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Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation
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Harvard Business Press, 2004
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Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation: Understandind the CEO's Agenda for Driving Growth and Innovation
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Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation: Understandind the CEO's Agenda for Driving Growth and Innovation
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Marketing as Strategy: Understandind the CEO's Agenda for Driving Growth and Innovation
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Marketing as Strategy: Understandind the CEO's Agenda for Driving Growth and Innovation
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