Marketing as Strategy
Understanding the CEO's Agenda for Driving Growth and Innovation
Harvard Business Review Press, 2004
Category:
Sales & Marketing
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(5)In this summary you will learn
- Why marketers must become strategists if they want to join top leadership
- Which seven steps will help you transform yourself from a tactician to a strategist
- What characteristics define “market-driving” companies, and why you want your firm to become one
Why you should read Marketing as Strategy
The expertise of specialized, internal departments has enabled modern corporations to become more competitive and profitable. However, Nirmalya Kumar contends that one department – marketing – rarely helps in this quest. In fact, many CEOs complain that marketing has not evolved past its focus on basic tactics. Kumar wants to correct this problem and suggests a seven-step process marketers can follow to become flexible, strategic thinkers and leaders. He advocates forgetting about the classic “4 Ps” of marketing (price, promotion, position and placement) and embracing the “3 Vs” (valued customer, value proposition and value network). getAbstract recommends this book to serious marketers who want to work smarter, adopt new ideas and use them to change their companies.
About the Author
Nirmalya Kumar is professor of marketing, director of the Centre for Marketing and co-director of the Aditya V Birla India Centre at the London Business School.
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