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Marketing As Strategy: Understanding the CEO’s Agenda for Driving Growth and InnovationNirmalya 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:
Marketing as Strategy reveals what marketers must do to secure the future of their field and shape the destiny of their firms.