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Marketing As Strategy

Understanding the CEO's Agenda for Driving Growth and Innovation

By Nirmalya Kumar

(8)

| Hardcover | 9781591392101

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Book Description

In economic downturns, the marketing budget is often the first to get slashed. Why? Because many CEOs believe that marketing is unable to deliver results where it counts: the bottom line.

Nirmalya Kumar argues that marketing’s future depends on a Continue

In economic downturns, the marketing budget is often the first to get slashed. Why? Because many CEOs believe that marketing is unable to deliver results where it counts: the bottom line.

Nirmalya Kumar argues that marketing’s future depends on altering its function and mindset to address the burning questions CEOs care about most. Kumar, who counsels top executives at multinational corporations, challenges marketers to change their role from tactical implementers of traditional marketing functions—like advertising and promotion—to strategic coordinators of organization-wide, transformational initiatives aimed at profitably delivering value to customers.

Kumar outlines seven strategy-focused, 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.

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Book Details

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  • English Books
  • Hardcover 304 Pages
  • ISBN-10: 1591392101
  • ISBN-13: 9781591392101
  • Publisher: Harvard Business School Press
  • Publish date: 2004-05-01
  • Dimensions: 250 mm x 160 mm x 30 mm Just how big is that?
  • Also available as: Paperback , eBook
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