The Shift The Transformation of Today's Marketers into Tomorrow's Growth Leaders

by Davis, Scott M.; Kotler, Philip

• ISBN13: 9780470388389
• ISBN10: 0470388382
• Edition: 1st
• Format: Hardcover
• Copyright: 2009-05-26
• Publisher: Jossey-Bass

Summary

This book's goal is simple: to help re-wire the role and function of marketing to go beyond the expected (being a world class marketing organization), to the unexpected (shaping the company's growth agenda, influencing the actions of all customers, influencers and employees). This book shows marketing executives how to: balance short term pressures to show results, while staying aligned with the enterprise's longer-term vision drive innovation, while figuring out how to best align internal resources with external opportunities navigate the never-ending array of media choices, both old and new, to reach customers in ways that are meaningful to its customers operate and win in an increasingly complex global environment...as well as within an even more complex organizational environment (read: siloed and hierarchical). win over critical internal stakeholders while shaping the opinions of Wall Street analysts.

Author Biography

Scott M. Davis is a senior partner at Prophet, was an adjunct professor at the Kellogg Graduate School of Management at Northwestern University, and has guest lectured at many top MBA programs, including Harvard, NYU, Columbia, and the University of Chicago. He has worked with top executives at companies such as GE, Johnson & Johnson, IBM, Best Buy, Sara Lee, and Boeing. He is frequently cited in publications such as The Wall Street Journal, Reuters, USA Today, BusinessWeek, Advertising Age, Brandweek, Marketing News, Management Review, Inc. Magazine, and Crain's. He is the author of Brand Asset Management and coauthor of Building the Brand-Driven Business.

Table of Contents

Foreword	p. ix
Acknowledgments	p. xiii
Preface: It's All About Growth	p. xvii
Five Aspects of The Shift	p. xix
Why Should I Change? I'm Okay	p. xx
Building the Case for the Marketer as Growth Champion and Catalyst	p. xxiv
The Time Is Now	p. xxvi
Introduction: Preparing to Make The Shift	p. 1
Voices from the Front Line	p. 2
The Reason Most CEOs (Including Yours) Don't Shift	p. 3
If CEOs Do Not Want to Shift, How Can We?	p. 4
Can You Shift? Look First at Your Marketing Organization Archetype	p. 13
Archetypes and Success Enablers Combine to Show the Best	p. 21
The First Shift From Creating Marketing Strategies to Driving Business Impact	p. 27
Insights: Your Secret Weapon	p. 28
Power in P&L Mind-Set	p. 31
Cementing the First Shift: Earning Organizational Credibility and Trust	p. 35
How to Set the Growth Agenda	p. 38
Aligning Business and Marketing Strategies	p. 43
Capturing the CEO's Imagination	p. 44
Visionary Marketers' Twelve Strategic Growth Topics	p. 45
Your Five-Step Plan to Victory	p. 57
Keeping the Dialogue on Track	p. 61
So, What Do I Do on Monday Morning?	p. 63
The Second Shift From Controlling the Message to Galvanizing Your Network	p. 65
Written in collaboration with Andy Flynn The Network Era	p. 69
Thriving in the Network Era	p. 71
Network Touch Points	p. 88
So Why Isn't Everyone Galvanizing Their Network?	p. 98
So, What Do I Do on Monday Morning?	p. 101
The Third Shift From Incremental Improvements to Pervasive Innovation	p. 105
Written in collaboration with Mitch Duckler Prevasive Innovation	p. 107
A Shift Toward Customer-Led Innovation	p. 108
What Visionary Marketers Can Learn from Model Innovators	p. 120
Fusing Visionary Marketing and Innovation	p. 137
So, What Do I Do on Monday Morning?	p. 140
The Fourth Shift From Managing Marketing Investments to Inspiring Marketing Excellence	p. 143
Written in collaboration with Andy Pierce
Marketing Excellence, Growth, and Accountability	p. 147
Why Marketing Must Change Now	p. 148
What the "Big M" Marketing Shift Requires	p. 152
Experimentation at the Core of Success	p. 157
A Few More Questions	p. 169
So, What Do I Do on Monday Morning?	p. 172
The Fifth Shift From a Operational Focus to a Relentless Customer Focus	p. 175
Written in collaboration with Jeff Smith The Realities of a Relentless Focus on the Customer	p. 181
Start Working Inward from the Customer	p. 183
Inspire the Organization to Align Differently	p. 186
A Bottom-Up Transformation Approach: Making a Business Case to Relentlessly Focus on the Customer	p. 192
Visionary Marketers' Additional Transformational Igniters	p. 195
The Evolution of Brand Councils to Growth Councils for Organizational Transformations	p. 199
Organizational Transformation: Corporate Versus Business Unit, Centralized Versus Decentralized	p. 205
We're All in This Together	p. 207
So, What Do I Do on Monday Morning?	p. 208
Afterword: Shifting Is Not Easy	p. 211
Bibliography	p. 217
Index	p. 221
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