Articles liés à Marketing As Strategy

Marketing As Strategy - Couverture rigide

Kumar, Nirmalya

 
9781591392101: Marketing As Strategy
Couverture rigide
ISBN 10 : 1591392101 ISBN 13 : 9781591392101
Editeur : Harvard Business Review Press, 2004

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Nirmalya Kumar is Professor of Marketing at the International Institute for Management Development in Lausanne, Switzerland. At IMD, he serves as Program Director for two executive programs: Marketing in the Networked Economy and Venture Booster. He earned his doctorate under the tutelage of Philip Kotler at Northwestern University.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Harvard Business Review Press
Date d'édition
2004
Langue
anglais
ISBN 10 
1591392101
ISBN 13 
9781591392101
Reliure
Relié
Nombre de pages
288
Coordonnées du fabricant
non disponible
Personne responsable
non disponible