Marketing as strategy : understanding the CEO's agenda for driving growth and innovation / by Nirmalya Kumar.

By:

Nirmalya Kumar [author]

Language: English New Delhi : Penguin Group, 2004Description: xv, 270 p. ; 23.5 cmISBN:

9780670057894 (pbk)

Subject(s):

DDC classification:

658.8 NIR

Summary: 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.

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Holdings
Item type	Current library	Home library	Collection	Call number	Status	Notes	Date due	Barcode
Gratis	Chanakya University Knowledge Centre Chanakya University Knowledge Centre	Chanakya University Knowledge Centre	Chanakya University	658.8 NIR (Browse shelf(Opens below))	Available	MIR No : 46		CU12332

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Previous	658.5 GAR Production and Operations Management	658.5 GAR Production and Operations Management	658.8 BAI Essential of Marketing	658.8 NIR Marketing as strategy : understanding the CEO's agenda for driving growth and innovation /	658.8 RAJ International Marketing MBA	658.8 SPE The Nordstom way : the inside story of America's #1 customer care service company /	658.807 23 SHE Principles of marketing : with case studies	Next

Includes index.

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.

English

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