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

• المؤلف الرئيسي: KUMAR, Nirmalya
• التنسيق: text
• اللغة: English
• منشور في: Institutional Knowledge at Singapore Management University 2004
• الموضوعات: Chief executive officers; marketing strategies; customer focus; Marketing; Strategic Management Policy
• الوصول للمادة أونلاين: https://ink.library.smu.edu.sg/lkcsb_research/5250
• المؤسسة: Singapore Management University

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...