Marketing As Strategy

CEOs are more than frustrated by marketing`s inability to deliver results. Has the profession lost its relevance?Nirmalya Kumar argues that, while 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 at IMD-International Institute for Management Development, Switzerland. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.