MARKETING AS STRATEGY: UNDERSTANDING THE CEO'S AGENDA FOR DRIVING GROWTH AN D INNOVATION

MARKETING AS STRATEGY: UNDERSTANDING THE CEO'S AGENDA FOR DRIVING GROWTH AN D INNOVATION

By: Kumar, Nirmalya

Price: ¥650.00

Quantity: 1 available

Book Condition: Very Good/Very Good


A copy that has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. 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.

Title: MARKETING AS STRATEGY: UNDERSTANDING THE CEO'S AGENDA FOR DRIVING GROWTH AN D INNOVATION

Author Name: Kumar, Nirmalya

Categories: Marketing,

Publisher: Harvard Business Press: 2004

ISBN Number: 1591392101

ISBN Number 13: 9781591392101

Binding: Hardcover

Book Condition: Very Good/Very Good

Seller ID: RWARE0000042995