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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Institutional Knowledge at Singapore Management University
2008
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| 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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sg-smu-ink.lkcsb_research-61992017-08-23T08:38:05Z The CEO's marketing manifesto KUMAR, Nirmalya 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 change their role from tactical implementers of traditional marketing functions - the tactical 4 P's - to orchestrating organization-wide, transformational initiatives aimed at profitably delivering value to customers. 2008-11-01T07:00:00Z text application/pdf 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 http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University CEOs chief executive officers customer services advertising effectiveness marketing strategy Marketing Strategic Management Policy |
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Singapore Management University |
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SMU Libraries |
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Asia |
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Singapore Singapore |
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SMU Libraries |
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InK@SMU |
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English |
| topic |
CEOs chief executive officers customer services advertising effectiveness marketing strategy Marketing Strategic Management Policy |
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CEOs chief executive officers customer services advertising effectiveness marketing strategy Marketing Strategic Management Policy KUMAR, Nirmalya The CEO's marketing manifesto |
| description |
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 change their role from tactical implementers of traditional marketing functions - the tactical 4 P's - to orchestrating organization-wide, transformational initiatives aimed at profitably delivering value to customers. |
| format |
text |
| author |
KUMAR, Nirmalya |
| author_facet |
KUMAR, Nirmalya |
| author_sort |
KUMAR, Nirmalya |
| title |
The CEO's marketing manifesto |
| title_short |
The CEO's marketing manifesto |
| title_full |
The CEO's marketing manifesto |
| title_fullStr |
The CEO's marketing manifesto |
| title_full_unstemmed |
The CEO's marketing manifesto |
| title_sort |
ceo's marketing manifesto |
| publisher |
Institutional Knowledge at Singapore Management University |
| publishDate |
2008 |
| url |
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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1770573607779434496 |