Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation
by Nirmalya Kumar
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
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.
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