Marketing as strategy: understanding the CEO's agenda for driving growth and innovation
Material type:
TextPublication details: Harvard Harvard Business School Press 2001 Description: xv, 270 pISBN: 9781591392101Subject(s): MarketingDDC classification: 658.802 Summary: 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.
| Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode |
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Book
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Indian Institute of Management LRC General Stacks | Marketing | 658.802 KUM (Browse shelf(Opens below)) | 1 | Available | 000150 |
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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