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Marketing as Strategy

By Nirmalya Kumar

Product Image: Marketing as Strategy

Marketing as Strategy

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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, 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.
Product details
Edition:
1
Number of Pages:
288
Release Date:
2004-05-01
Publication Date:
2004-05-05
Publisher:
Harvard Business Review Press
Languages:
Original: English
ISBN10:
1591392101
ISBN13:
9781591392101
Weight:
582 g
Height:
164 cm
Width:
244 cm
Thickness:
32 cm

Condition

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Very good
Almost no signs of wear. Book pages have no markings, accessories are intact and all other media are in good condition.
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