Publication Type
Journal Article
Version
acceptedVersion
Publication Date
11-2008
Abstract
CEOs are frustrated by marketing's inability to deliver results. Has the profession lost its relevance? It is argued that, while the function of marketing has lost ground, the importance of marketing as a mind-set geared toward customer focus has gained momentum. Here we challenge marketers to change their role from tactical implementers of traditional marketing functions - the tactical 4 P's - to orchestrating organization-wide, transformational initiatives aimed at profitably delivering value to customers.
Keywords
CEOs, chief executive officers, customer services, advertising effectiveness, marketing strategy
Discipline
Marketing | Strategic Management Policy
Research Areas
Marketing
Publication
Marketing Management
Volume
17
Issue
6
First Page
24
Last Page
29
ISSN
1061-3846
Publisher
American Marketing Association Publications Group
Citation
KUMAR, Nirmalya.
The CEO's marketing manifesto. (2008). Marketing Management. 17, (6), 24-29.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5200
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.