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Marketing as Strategy
Nirmalya Kumar
€ 37.99
€ 33.16
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Description for Marketing as Strategy
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. Num Pages: 288 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 163 x 242 x 26. Weight in Grams: 580.
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 ... Read more
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 ... Read more
Product Details
Publication date
2004
Publisher
Harvard Business Review Press United States
Number of pages
288
Condition
New
Number of Pages
288
Format
Hardback
Place of Publication
, United States
ISBN
9781591392101
SKU
V9781591392101
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Nirmalya Kumar
Nirmalya Kumar is Professor of Marketing at the International Institute for Management Development in Lausanne, Switzerland. At IMD, he serves as Program Director for two executive programs: Marketing in the Networked Economy and Venture Booster. He earned his doctorate under the tutelage of Philip Kotler at Northwestern University.
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