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By Nirmalya Kumar

Today’s marketers face a dire situation. CEOs name marketing challenges such as retaining customers and avoiding price wars as top priorities, yet they increasingly doubt whether marketers can handle those challenges. Marketing’s traditional goal—getting close to customers—has become the organization-wide mandate, yet marketing as a function has lost importance. Once viewed as a critical expenditure, marketing is now considered a cost sink. What happened? More important, what can marketers do to regain a prominent role in their organizations? Nirmalya Kumar argues that the only way for marketers to get back on the CEO’s agenda is to tackle issues that merit the CEO’s attention—and conducting market research and placing ads don’t make the cut. The fate of marketing hinges on elevating the role of marketing executives from promotions-focused tacticians to customer-focused leaders of transformational initiatives that are strategic, cross-functional, and bottom-line oriented.

Published Date: 11/04/2006 Format: PaperBack ISBN: 0-14-306189-5 Publisher: Penguin Rating: Retail price: Indian Rs. 395.00 (Rs. 790.00) Our price: Rs. 695.00 You Save: Rs. 95.00 Reviews: 0 reivew(s).

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