Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation

CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? This work 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 mome...

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Main Author:	KUMAR, Nirmalya
Format:	text
Language:	English
Published:	Institutional Knowledge at Singapore Management University 2004
Subjects:	Chief executive officers marketing strategies customer focus Marketing Strategic Management Policy
Online Access:	https://ink.library.smu.edu.sg/lkcsb_research/5250
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Institution:	Singapore Management University
Language:	English

id	sg-smu-ink.lkcsb_research-6249
record_format	dspace
spelling	sg-smu-ink.lkcsb_research-62492017-08-30T07:24:07Z Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation KUMAR, Nirmalya CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? This work 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. 2004-01-01T08:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/5250 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University Chief executive officers marketing strategies customer focus Marketing Strategic Management Policy
institution	Singapore Management University
building	SMU Libraries
continent	Asia
country	Singapore Singapore
content_provider	SMU Libraries
collection	InK@SMU
language	English
topic	Chief executive officers marketing strategies customer focus Marketing Strategic Management Policy
spellingShingle	Chief executive officers marketing strategies customer focus Marketing Strategic Management Policy KUMAR, Nirmalya Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation
description	CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? This work 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.
format	text
author	KUMAR, Nirmalya
author_facet	KUMAR, Nirmalya
author_sort	KUMAR, Nirmalya
title	Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation
title_short	Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation
title_full	Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation
title_fullStr	Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation
title_full_unstemmed	Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation
title_sort	marketing as strategy: understanding the ceo's agenda for driving growth and innovation
publisher	Institutional Knowledge at Singapore Management University
publishDate	2004
url	https://ink.library.smu.edu.sg/lkcsb_research/5250
_version_	1770573633260879872

Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation

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