Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation
"Marketing as Strategy provides top executives with an excellent holistic framework, based on proven solid theory, of how to navigate in today's fragmented, fast-moving, and digitized marketplace. Kumar transforms marketing into a strategy process that enables organizations to advance into unknown territory and serve consumers’ ever changing needs."—Matti Alahuhta, President, Nokia Mobile Phones, Finland"This book is a must read."—Kumaramangalam Birla, Chairman, Aditya Birla Group, India"Kumar sets out very clearly how marketing transformations such as focusing a brand portfolio can be critical factors for creating long-term profitable growth and significant value for the business."—Antony Burgmans, Chairman, Unilever N.V., Netherlands"In Marketing as Strategy, Kumar provides brilliant insights into how his strategic approach to marketing can transform corporations and enable them to build sustainable growth platforms. All marketers would do well to heed his insights and follow his sage advice."—Bill George, former Chairman and CEO, Medtronic Inc."Kumar has succeeded admirably in opening up a new page in the theory and practice of marketing."—Philip Kotler, S. C. Johnson & Sons Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University"Kumar insightfully and systematically outlines the need to understand the core competences, strategic assets, and core processes that drive innovation and growth, something that entrepreneurs like me try to achieve by instinct."—Stelios Haji-Ioannou, serial entrepreneur and Chairman, easyGroup