The CEO's marketing manifesto

The CEO's marketing manifesto

CEOs are frustrated by marketing's inability to deliver results. Has the profession lost its relevance? It is argued that, while the function of marketing has lost ground, the importance of marketing as a mind-set geared toward customer focus has gained momentum. Here we challenge marketers to...

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Bibliographic Details
Main Author: KUMAR, Nirmalya
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2008
Subjects:
CEOs
chief executive officers
customer services
advertising effectiveness
marketing strategy
Marketing
Strategic Management Policy
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/5200
https://ink.library.smu.edu.sg/context/lkcsb_research/article/6199/viewcontent/CEOMarketingManifesto_2009_mm.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/5200
https://ink.library.smu.edu.sg/context/lkcsb_research/article/6199/viewcontent/CEOMarketingManifesto_2009_mm.pdf

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