Title

Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation

Publication Type

Book

Publication Date

1-2004

Abstract

CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? This work argues that, while 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.

Keywords

Chief executive officers, marketing strategies, customer focus

Discipline

Marketing | Strategic Management Policy

Research Areas

Marketing

First Page

1

Last Page

270

ISBN

9781591392101

Publisher

Harvard Business School Press

City or Country

Boston, MA

Additional URL

http://worldcat.org/isbn/9781591392101

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