Marketing as Strategy - Nirmalya Kumar
Marketing as Strategy - Nirmalya Kumar CEOs are more than frustrated by marketing's inability to deliver results. Nirmalya Kumar argues that, although the function of marketing has lost ground, the…
Specifikacia Marketing as Strategy - Nirmalya Kumar
Marketing as Strategy - Nirmalya Kumar
CEOs are more than frustrated by marketing's inability to deliver results. 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. Has the profession lost its relevance?
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. 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.
Podcasting Marketing Strategy
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Marketing Strategy & Management
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