Marketing as Strategy

Understanding the CEO's Agenda for Driving Growth and Innovation

Nirmalya Kumar

270 pages, parution le 13/05/2004

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Résumé

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. Nirmalya Kumar is Professor of Marketing, Director of the Centre for Marketing, and Codirector of the Aditya V Birla India Centre at London Business School.

Sommaire

From marketing as a function to marketing as a transformational Engine
From market segments to stategic segments
From selling products to providing solutions
From declining to providing solutions
From declining growing distribution channels
From branded buldozers to global distribution partners
From brand acquisitions to brand rationalism
From market-driven to market-driving
From strategic business unit marketing to corporate marketing

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Harvard Business School Press (HBS)
Auteur(s)	Nirmalya Kumar
Parution	13/05/2004
Nb. de pages	270
Format	16 x 24
Couverture	Relié
Poids	590g
Intérieur	Noir et Blanc
EAN13	9781591392101
ISBN13	978-1-59139-210-1