Marketing As Strategy

by Nirmalya Kumar

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.

Genres: Business

288 pages, Hardcover

First published May 1, 2004

Reviews

[Liv Y · Rating 4 out of 5]

In my DECA era 🙏

Well crafted and includes LOT of examples. Although probably necessary, god does this book drag on.

[Amit · Rating 5 out of 5]

I admire the writing style of the author in this book. This book presents a hell lot of examples and cases of companies which have been analyzed over a long period which is simply superb. Looking at the cases and stories of the companies mentioned in this book, it is evident that the author has done a huge background study or research in analyzing the companies under study in order to give examples of each kind of strategic approach being taught in the book.

[Sergiy · Rating 4 out of 5]

The book is not bad.

Most valuable part in the book is the 2nd chapter, where the author focuses on difference between strategic segments and market segments.

This difference is very important, and surprisingly, most of the modern text-books on marketing and classes in universities ignore this difference.

It is a book which is worth of reading.

[Chetan Kunder · Rating 4 out of 5]

Very similar to blue ocean strategy

[Vismay · Rating 2 out of 5]

Reads like a textbook. Though, utterly shitty as author simply combines a bunch of old framework, and gives it new names. Shit! Shit! Shit!

[Varun Rajwade · Rating 4 out of 5]

The 3V framework is great way of thinking about solutioning.