STRATEGIC MARKETING FOR THE C-SUITE A review of the Research Literature and its Relevance to Senior Executives.

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STRATEGIC MARKETING FOR THE C-SUITE A review of the Research Literature and its Relevance to Senior Executives.
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This book is structured in four steps:
First, it examines the meaning of the phrase "strategic marketing" to help define the scope of the literature review and the role of the CMO in the firm, drawing on both he academic and practitioner literature.
The second step identifies the key domains and associated issues that are currently relevant to the CMO and C-suite including the value of marketing to the firm, managing the new digital market space, achieving profitable growth through innovation, marketing capabilities as a source of competitive advantage, and addressing society's major concerns.
The third step reviews the marketing literature relating to these five domains, and, in doing so, identifies the key research themes within each domain, and draws conclusions on these themes and overall conclusions on the domain itself.
The fourth and final step summarizes what we learn from a decade's worth of research on strategic marketing, draws conclusions on the validity of earlier research, and discusses the implications for the field of academic marketing.
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This book examines the relevance of academic research to the most senior levels of the marketing profession, the chief marketing officer (CMO), and the interests of their C-suite colleagues, particularly those of the chief executive officer (CEO) and chief financial officer (CFO). Unless academic research is relevant at the C-suite level, it is unlikely to be paid much attention lower down the organization.
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Author MIDGLEY
Publisher Now
ISBN 9781680830569
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