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MARKETING AS STRATEGY, HARD COVER

Laterna

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₦6,200.00 /

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About this item

Seller assumes all responsibility for this listing. Item number: 22979

Last updated on Jun 13, 2026 06:24 PM

Item specifics

Category Brains & Noble > Marketing

Condition new

SKU LA-2707

Item description from the seller

CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although 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. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm.