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Kumar, Nirmalya 作者

McGraw-Hill

译者

2004-5 出版日期

272 页数

$ 39.55 价格

HRD

丛书系列

9781591392101 图书编码

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发表于2024-09-19

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Marketing As Strategy 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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Marketing As Strategy 在线电子书图书描述

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 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 at IMD-International Institute for Management Development, Switzerland.

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营销思变:七种创新为营销再造辉煌

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