eBook - PDF

Marketing As Strategy

Name: Marketing As Strategy
ISBN: 9781422163399

Understanding the CEO's Agenda for Driving Growth and Innovation

Nirmalya Kumar,

304 pages
English
PDF
Available on iOS & Android

eBook - PDF

Marketing As Strategy

Understanding the CEO's Agenda for Driving Growth and Innovation

Nirmalya Kumar,

About this book

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.

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Yes, you can access Marketing As Strategy by Nirmalya Kumar in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.