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Marketing As Strategy: Understanding the CEOs Agenda for Driving Growth and Innovation

Marketing As Strategy: Understanding the CEOs Agenda for Driving Growth and Innovation

Nirmalya Kumar

  • $ 3636


CEOs are more than frustrated by marketings 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 CEOs agenda--and elevate its role in shaping the destiny of the firm.