Marketing As Strategy

Marketing As Strategy

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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.By 1996, more than fifteen different Electrolux brands (including Molteni in France, Senking in Germany, CryptoPeerless in the United Kingdom, and Nordton in Italy) clamored for Europea#39;s food service equipment business. Only one brandanbsp;...

Title:Marketing As Strategy
Author:Nirmalya Kumar
Publisher:Harvard Business Press - 2013-12-30


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