Once viewed as a critical expenditure, marketing is now considered a cost sink. What happened? And 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. 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. Based on more than fifteen years of researching, teaching, and consulting in the field of marketing, Marketing as Strategy outlines seven organization-wide transformation initiatives that will win marketing a prominent seat at the executive table. Through revealing company examples, Kumar shows how focus on the "three Vs"—the valued customer, the value proposition, and the value network—can help marketers lead the shift: • From tactical market segments to strategic segments that enable deep differentiation • From selling commodity products to providing customer solutions • From shunning new distribution channels to exploiting the right ones to generate growth • From an organizational mind-set focused around countries and products to a global mind-set oriented around customers and relationships From aggressively acquiring brands to actively consolidating the brand portfolio Marketing as Strategy reveals what marketers must do to secure the future of their field and shape the destiny of their firms. Printed Pages: 288. Size: 16.5 Cms x 25 Cms. Buchnummer des Verkäufers 007867
Titel: Marketing as Strategy: Understanding the ...
Einband: Hard Cover
Zustand des Schutzumschlags: New
Auflage: First Edition.
Buchbeschreibung Harvard Business Review Press, 2004. Gebundene Ausgabe. Buchzustand: Gebraucht. Gebraucht - Gut - Wake-Up Call for Marketers on What CEOs Want and How to Deliver It . CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance Nirmalya Kumar argues that, while 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 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. 288 pp. Englisch. Artikel-Nr. INF3003165945