Marketing As Strategy (Understanding the CEO's Agenda for Driving Growth and Innovation) by Nirmalya Kumar, 9781591392101

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, 9781591392101
ISBN: 9781591392101
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Overview

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.

This book title, Marketing As Strategy (Understanding the CEO's Agenda for Driving Growth and Innovation), ISBN: 9781591392101, by Nirmalya Kumar, published by Harvard Business Review Press (May 5, 2004) is available in hardcover. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.

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Product Details

Author:
Nirmalya Kumar
Format:
Hardcover
Pages:
288
Publisher:
Harvard Business Review Press (May 5, 2004)
Language:
English
ISBN-13:
9781591392101
ISBN-10:
1591392101
Weight:
20.8oz
Dimensions:
6.4" x 9.5"
Case Pack:
18
File:
TWO RIVERS-PERSEUS-Metadata_Only_Perseus_Distribution_Customer_Group_Metadata_20240125164755-20240125.xml
Folder:
TWO RIVERS
As low as:
$19.95
List Price:
$35.00
Publisher Identifier:
P-PER
Discount Code:
C
Audience:
General/trade

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