From Marketing as a Function to Marketing as a Transformational Engine
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- Synopsis
- This chapter emphasizes that although the marketing function in organizations has declined, the need for marketing has never been greater. However, to rescue themselves from the corporate obscurity that comes from responsibility for implementing tactics--the traditional "four Ps" of product, place, price, and promotion--marketers must start driving overall strategic change. They must help CEOs lead organizationwide transformational initiatives that deliver substantial revenue growth and increased profitability.
- Copyright:
- 2004
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/02/16
- Copyrighted By:
- HBS Press
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.