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Marketing As Strategy

Name: Marketing As Strategy
Brand: Harvard Business Review Press
SKU: 04237516
Price: 32.46 EUR
Availability: InStock
Author: Kumar Nirmalya
ISBN: 9781591392101

Understanding the CEO's Agenda for Driving Growth and Innovation

Kumar Nirmalya

Jazyk

Angličtina

Kniha Pevná

Libristo kód: 04237516

Nakladateľstvo Harvard Business Review Press, máj 2004

CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost i... Celý popis

Libristo kód: 04237516

79 b

32.46 €

50 % šanca Prehľadáme celý svet Kedy knihu dostanem?

Až 30 dní na vrátenie tovaru

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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.