Marketing as strategy : understanding the CEO's agenda for driving growth and innovation / Nirmalya Kumar.

Format:

Book

Author/Creator:

Kumar, Nirmalya, author.

Language:

English

Subjects (All):

Marketing.

Strategic planning.

Physical Description:

1 online resource (xv, 270 pages) : illustrations

Place of Publication:

Boston, Massachusetts : Harvard Business School Press, [2004]

Language Note:

English

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.

Contents:

From marketing as a function to marketing as a transformational engine

From market segments to strategic segments

From selling products to innovating solutions

From declining to growing distribution channels

From branded bulldozers to global distribution partners

From acquiring to rationalizing brands for profit

From market-driven to market-[d]riving

From strategic business units to corporate marketing.

Notes:

Bibliographic Level Mode of Issuance: Monograph

Includes bibliographical references (pages 247-258) and index.

Description based on print version record.

ISBN:

9781422163399

1422163393