Marketing As Strategy

by Kumar, Nirmalya

• ISBN13: 9781591392101
• ISBN10: 1591392101
• Format: Hardcover
• Copyright: 2004-05-01
• Publisher: Harvard Business School Pr

Summary

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.

Author Biography

Nirmalya Kumar is Professor of Marketing, Director of the Centre for Marketing, and Codirector of the Aditya V Birla India Centre at London Business School.

Table of Contents

Foreword by Philip Kotler	vii
Preface	xi
ONE From Marketing as a Function to Marketing as a Transformational Engine	1	(26)
TWO From Market Segments to Strategic Segments	27	(28)
THREE From Selling Products to Providing Solutions	55	(32)
FOUR From Declining to Growing Distribution Channels	87	(28)
FIVE From Branded Bulldozers to Global Distribution Partners	115	(32)
SIX From Brand Acquisitions to Brand Rationalization	147	(30)
SEVEN From Market-Driven to Market-Driving	177	(34)
EIGHT From Strategic Business Unit Marketing to Corporate Marketing	211	(36)
Notes	247	(12)
Index	259	(10)
About the Author	269