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Marketing as strategy understanding the ceo's agenda for driving growth and innovation

By: Language: English Publication details: Boston Harvard Business School Press 2004.Description: xv, 270 p. ill. 24 cmISBN:
  • 9781591392101
Subject(s): LOC classification:
  • 658.8 $2 18
Partial contents:
From marketing as a function to marketing as a transformational engine -- From market segments to strategic segments -- From selling products to innovating solutions -- From declining to growing distribution channels -- From branded bulldozers to global distribution partners -- From acquiring to rationalizing brands for profit -- From market-driven to market-[d]riving -- From strategic business units to corporate marketing.
Summary: This book 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. The author 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.
Holdings
Item type Current library Call number Copy number Status Barcode
Book London Staff library STAFF KUMAR (Browse shelf(Opens below)) 1 Available 30077467

From marketing as a function to marketing as a transformational engine -- From market segments to strategic segments -- From selling products to innovating solutions -- From declining to growing distribution channels -- From branded bulldozers to global distribution partners -- From acquiring to rationalizing brands for profit -- From market-driven to market-[d]riving -- From strategic business units to corporate marketing.

This book 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. The author 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.