Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation

0.0

CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although 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 implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven 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. 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.

0.0

Nirmalya Kumar (Winner: 2011 Thinkers50 Global Village Award) is a professor of marketing at London Business School, where he is also co-director of the Aditya Birla India Center. His work focuses on marketing and the rise of India as an economic force. Kumar is the author of several books. Marketing as Strategy: Understanding the CEO’s Agenda for Driving Growth and Innovation (2004); Global Marketing (2005); and Private Label Strategy: How to Meet the Store Brand Challenge (2007), focused on marketing strategy, where Kumar is also credited with introducing the concept of "3Vs": valued customer, value proposition and value network. More recently, he has written about India and its rise to economic superpower status. In India's Global Powerhouses: How They Are Taking on the World (2009), Kumar provides an insider's guide to doing business with Indian leaders and companies. His latest book is India Inside: The Emerging Innovation Challenge to the West, written with London Business School colleague Phanish Puranam (2011). A keen collector of the work of Indian artist Jamini Roy, Kumar is said to have the largest collection of Roy paintings outside of India.