Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation
Language: English
Published by Harvard Business Review Press, 2004
- Hardcover
- Used
Seller: World of Books (was SecondSale), Montgomery, IL, U.S.A.World of Books (was SecondSale)
AbeBooks seller since December 20, 2007
Condition: Used - Good
US$ 5.33
Quantity: 4 available
Add to basketItem description from seller
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.
Seller Inventory # 00101587849
- Title
- Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation
- Author
- Nirmalya Kumar
- Publisher
- Harvard Business Review Press
- Publication year
- 2004
- Condition
- Good
- Binding
- Hardback
- Language
- English
- ISBN 10
- 1591392101
- ISBN 13
- 9781591392101
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World of Books (was SecondSale)
Montgomery, IL, U.S.A.
AbeBooks seller since December 20, 2007
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