Marketing as Strategy
Understanding the Ceo's Agenda for Driving Growth and Innovation
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ISBN-13:
9781591392101
Veröffentl:
2004
Erscheinungsdatum:
05.05.2004
Seiten:
288
Autor:
Nirmalya Kumar
Gewicht:
582 g
Format:
244x164x32 mm
Sprache:
Englisch
Beschreibung:
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.
Chapter 1: From Marketing as a Function to Marketing as a Transformational Engine; Chapter 2: From Market Segments to Strategic Segments; Chapter 3: From Selling Products to Selling Solutions; Chapter 4: From Marketplace to Marketspace; Chapter 5: From Branded Bulldozers to Global Distribution Partnerships; Chapter 6: From Brand Acquisitions to Brand Rationalization; Chapter 7: From Market Driven to Market Driving; Chapter 8: From SBU Marketing to the Corporate Marketing Role
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