Marketing As Strategy : Understanding the CEO's Agenda for Driving Growth and Innovation
Book Details
Format
Hardback or Cased Book
ISBN-10
1591392101
ISBN-13
9781591392101
Publisher
Harvard Business Review Press
Imprint
Harvard Business Review Press
Country of Manufacture
GB
Country of Publication
GB
Publication Date
May 5th, 2004
Print length
288 Pages
Weight
580 grams
Dimensions
16.30 x 24.20 x 2.60 cms
Product Classification:
Sales & marketing
Ksh 4,850.00
Re-Printing
Delivery Location
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Quality
Fast
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? This work argues that, while 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.
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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