Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and InnovationCEOs 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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Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and ... Nirmalya Kumar No preview available - 2006 |
Common terms and phrases
activities advertising allow approach become better brands build business units challenge channel companies competences competitive competitors consumer core corporate costs create deliver differentiation direct distribution distribution channels effectively emerging employees example existing FIGURE firms focus focused force four functions global global account greater growth ideas important improve increase individual industry initiatives innovation integrated internal investment lead lower major managers manufacturers market-driving marketing ment migration million needs offer operations opportunities organization percent performance portfolio positioning potential problems profits questions radical rationalization reduce relationship requires response result retailers role segments selling serve share solutions strategy success suppliers teams tion tomers transformation understand unique usually value network value proposition Wal-Mart worldwide
Popular passages
Page xvi - Emancipate yourselves from mental slavery None but ourselves can free our minds Have no fear for atomic energy Cause none a them can stop the time How long shall they kill our prophets While we stand aside and look Some say it's just a part of it We've got to fulfill the Book.