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Marketing as Strategy: Understanding the CEO`s Agenda for Driving Growth and Innovation

	Marketing As Strategy: Understanding The Ceo`S Agenda For Driving Growth And Innovation by Nirmalya Kumar
	Price : Rs 795.00
	Your Price : Rs 715.50

Book Summary of Marketing as Strategy: Understanding the CEO`s Agenda for Driving Growth and Innovation
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. Nirmalya Kumar is Professor of Marketing, Director of the Centre for Marketing, and Codirector of the Aditya V Birla India Centre at London Business School. ISBN
9781591392101

Pages : 288