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Marketing As Strategy : Understanding the CEO's Agenda for Driving Growth and Innovation - Nirmalya Kumar

Marketing As Strategy

Understanding the CEO's Agenda for Driving Growth and Innovation

Hardcover

Published: 5th May 2004
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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.

Forewordp. vii
Prefacep. xi
From Marketing as a Function to Marketing as a Transformational Enginep. 1
From Market Segments to Strategic Segmentsp. 27
From Selling Products to Providing Solutionsp. 55
From Declining to Growing Distribution Channelsp. 87
From Branded Bulldozers to Global Distribution Partnersp. 115
From Brand Acquisitions to Brand Rationalizationp. 147
From Market-Driven to Market-Drivingp. 177
From Strategic Business Unit Marketing to Corporate Marketingp. 211
Notesp. 247
Indexp. 259
About the Authorp. 269
Table of Contents provided by Rittenhouse. All Rights Reserved.

ISBN: 9781591392101
ISBN-10: 1591392101
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 288
Published: 5th May 2004
Publisher: Harvard Business Review Press
Country of Publication: US
Dimensions (cm): 24.2 x 16.3  x 2.77
Weight (kg): 0.59