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

Nirmalya Kumar,Philip Kotler

ISBN 10: 1591392101 / ISBN 13: 9781591392101

Editore: Harvard Business Review Press 05/05/2004, 2004

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Titolo: Marketing as Strategy: Understandind the ...

Casa editrice: Harvard Business Review Press 05/05/2004

Data di pubblicazione: 2004

Legatura: Rilegato

Condizione: Very Good

Descrizione articolo

Riassunto:

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.

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.