Hardcover. In economic downturns, the marketing budget is often the first to get slashed. Why? Because many CEOs believe that marketing is unable to deliver results where it counts: the bottom line. .Shipping may be from multiple locations in the US or from the UK, depending on stock availability. 288 pages. 0.594. Bookseller Inventory #
Synopsis: 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.
From the Inside Flap:
"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."
—Antony Burgmans, Chairman, Unilever N.V., Netherlands
"In Marketing as Strategy, Kumar provides brilliant insights into how his strategic approach to marketing can transform corporations and enable them to build sustainable growth platforms. All marketers would do well to heed his insights and follow his sage advice."
—Bill George, former Chairman and CEO, Medtronic Inc.
"Kumar has succeeded admirably in opening up a new page in the theory and practice of marketing."
—Philip Kotler, S. C. Johnson & Sons Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
"Kumar insightfully and systematically outlines the need to understand the core competences, strategic assets, and core processes that drive innovation and growth, something that entrepreneurs like me try to achieve by instinct."
—Stelios Haji-Ioannou, serial entrepreneur and Chairman, easyGroup
Title: Marketing as Strategy: Understanding the ...
Book Condition: New
Book Description Harvard Business School Press, 2004. Befriedigend/Good: Durchschnittlich erhaltenes Buch bzw. Schutzumschlag mit Gebrauchsspuren, aber vollständigen Seiten. / Describes the average WORN book or dust jacket that has all the pages present. Seller Inventory # M01591392101-G
Book Description Harvard Business School Press, 2004. Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In good all round condition. , 600grams, ISBN:1591392101. Seller Inventory # 6979515
Book Description Harvard Business Press. Hardcover. Condition: Good. 1591392101 Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Seller Inventory # Z1591392101Z3
Book Description Harvard Business Press. Hardcover. Condition: VERY GOOD. Light rubbing wear to cover, spine and page edges. Very minimal writing or notations in margins not affecting the text. Possible clean ex-library copy, with their stickers and or stamp(s). Seller Inventory # 2895177159
Book Description Harvard Business Press. Hardcover. Condition: LIKE NEW. Like new, very light shelf wear. Seller Inventory # 2901007967
Book Description Harvard Business Press. Hardcover. Condition: VERY GOOD. Light rubbing wear to cover, spine and page edges. Very minimal writing or notations in margins not affecting the text. Possible clean ex-library copy, with their stickers and or stamp(s). Seller Inventory # 2935436656
Book Description Harvard Business School Press, 2004. Condition: Good. Shows some signs of wear, and may have some markings on the inside. Seller Inventory # GRP8542372
Book Description Harvard Business School Press, 2004. Condition: As New. Book in almost Brand New condition. Seller Inventory # GRP71518483
Book Description Harvard Business Review Press, 2004. Hardcover. Condition: Used; Good. Fast Dispatch. Expedited UK Delivery Available. Excellent Customer Service. Previous owners Inscription. Seller Inventory # BBI2914921
Book Description Harvard Business Review Press 05/05/2004, 2004. Condition: Very Good. Shipped within 24 hours from our UK warehouse. Clean, undamaged book with no damage to pages and minimal wear to the cover. Spine still tight, in very good condition. Remember if you are not happy, you are covered by our 100% money back guarantee. Seller Inventory # 6545-9781591392101