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Marketing As Strategy : Understanding the CEO's Agenda for Driving Growth and Innovation by Nirmalya Kumar (2004, Hardcover)

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About this product

Product Identifiers

PublisherHarvard Business Review Press

ISBN-101591392101

ISBN-139781591392101

eBay Product ID (ePID)6059294

Product Key Features

Book TitleMarketing As Strategy : Understanding the Ceo's Agenda for Driving Growth and Innovation

Number of Pages288 Pages

LanguageEnglish

Publication Year2004

TopicMarketing / General, E-Commerce / Internet Marketing, Development / Business Development, General, Strategic Planning

IllustratorYes

GenreTechnology & Engineering, Business & Economics

AuthorNirmalya Kumar

FormatHardcover

Dimensions

Item Height1.1 in

Item Weight20.8 Oz

Item Length9.5 in

Item Width6.4 in

Additional Product Features

Intended AudienceTrade

LCCN2003-025721

Dewey Edition22

Dewey Decimal658.8/02

SynopsisCEOs 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.

LC Classification NumberHF5415.K83 2004