Forum ebooks downloaden Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation Nirmalya Kumar 9781591392101

Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation

Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation

by Nirmalya Kumar

Publisher: Harvard Business Review Press
ISBN: 9781591392101
Pages: 304
Format: pdf, ePub, mobi, fb2
File size: 8 Mb
Date posting: 2020-02-21
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Description

CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar 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. 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. Author Biography: Nirmalya Kumar is Professor of Marketing, Director for Centre of Marketing, and Co-Director for Aditya Birla India Centre at the London Business School "Marketing as Strategy provides top executives with an excellent holistic framework, based on proven solid theory, of how to navigate in today's fragmented, fast-moving, and digitized marketplace. Kumar transforms marketing into a strategy process that enables organizations to advance into unknown territory and serve consumers' ever changing needs." -Matti Alahuhta, President, Nokia Mobile Phones, Finland "This book is a must read." -Kumaramangalam Birla, Chairman, Aditya Birla Group, India "Kumar sets out very clearly how marketing transformations such as focusing a brand portfolio can be critical factors for creating long-term profitable growth and significant value for the business."