TY  - BOOK
AU  - Kumar,Nirmalya
TI  - Marketing as strategy: understanding the CEO's agenda for driving growth and innovation 
SN  - 9781422163399
AV  - HF5415 .M375 2004
PY  - 2004///
CY  - Boston, Mass.
PB  - Harvard Business School Press
KW  - Marketing
KW  - Strategic planning
KW  - Electronic Books
N1  - 2; 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; 2; b
N2  - "Today's Marketers face a dire situation. CEOs name marketing challenges such as retaining customers and avoiding price wars as top priorities, yet they increasingly doubt whether marketers can handle those challenges. Marketing's traditional goal - getting close to customers - has become the organization-wide mandate, yet marketing as a function has lost importance. Once viewed as a critical expenditure, marketing is now considered a cost sink. What happened? More important, what can marketers do to regain a prominent role in their organizations?" "Nirmalya Kumar argues that the only way for marketers to get back on the CEO's agenda is to tackle issues that merit the CEO's attention - and conducting market research and placing ads don't make the cut. The fate of marketing hinges on elevating the role of marketing executives from promotions-focused tacticians to customer-focused leaders of transformational initiatives that are strategic, cross-functional, and bottom-line oriented."--BOOK JACKET
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