Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation
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.
Chief executive officers, marketing strategies, customer focus
Marketing | Strategic Management Policy
Harvard Business School Press
City or Country
Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation. (2004). 1-270. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/5250