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CEOs are greater than annoyed by advertising and marketing’s incapacity to ship outcomes. Has the career misplaced its relevance? Nirmalya Kumar argues that, though the operate of promoting has misplaced floor, the significance of promoting as a mind-set–geared towards buyer focus and market orientation–has gained momentum throughout the complete group. This e book challenges entrepreneurs to vary their position from implementers of conventional advertising and marketing features to strategic coordinators of organization-wide initiatives aimed toward profitably delivering worth to prospects. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that may put advertising and marketing again on the CEO’s agenda–and elevate its position in shaping the future of the agency.

Writer‏:‎Harvard Enterprise Press; 1st version (Could 5, 2004)
Language‏:‎English
Hardcover‏:‎288 pages
ISBN-10‏:‎1591392101
ISBN-13‏:‎978-1591392101
Merchandise Weight‏:‎1.3 kilos
Dimensions‏:‎6.4 x 1 x 9.3 inches