Sponsored links

Energy Resources
Electric Power
Fossil Fuels
Natural Gas
Petrol Pump Management Software
Oil/Energy/Petroleum News
Enegy Resources Directory
                      (Alphabetical)   A | B | C | D | E | F | G | H | I | 
  J | K | L | M | N | O | P | Q | R | 
  S | T | U | V | W | X | Y | Z

Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation


by Nirmalya Kumar

Editorial Reviews

From Book News, Inc.
Kumar (marketing, London Business School) offers a new agenda for marketers, based on the strategic difficulties facing CEOs. He uses case studies to illustrate the possibility of elevating marketing from the level of tactics to that of strategy. Particular attention is given to the role of the customer, the valued proposition, and networking.Copyright © 2004 Book News, Inc., Portland, OR

Product Description:

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 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.

Nirmalya Kumar is Professor of Marketing at IMD-International Institute for Management Development, Switzerland.

Branch Automation solution

The Petrol Pump Management Software

The Supermarket Management Software

Mobile Phone Shop Management Software

Copyright 2005 Artrm .com . All rights reserved. Best viewed with IE 4 + browsers at 800 X 600 resolution