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基本説明
Promotes a re-wiring of the role and function of marketing within the company.
Full Description
How CMOs can use their knowledge of the market to create and drive organizational growth Illustrated with case studies from Wal-Mart to GE, this book argues that the role of chief marketer needs to be redefined and outlines five shifts marketers can make to break out of their marginalized role and use their insights and knowledge to drive the growth agenda of their organization. Marketers need to learn how to: balance short-term pressures to show results; drive innovation; navigate media choices to reach customers in ways that are meaningful; and operate and win in a complex global environment and an even more complex organizational environment. Scott M. Davis (Chicago, IL) is Senior Partner at Prophet. He is frequently cited in the Wall Street Journal, USA Today, BusinessWeek, Brandweek, Marketing News, Management Review, Inc. magazine, and Crain's New York Business. Prophet is a global consultancy specializing in branding, marketing, and innovation.
Contents
Foreword ( Philip Kotler ). Acknowledgments. PrefaceAbout Growth. Five Aspects of The Shift . Why Should I Change? I'm Okay. Building the Case for the Marketer as Growth Champion and Catalyst. The Time Is Now. Introduction: Preparing to Make The Shift . Voices from the Front Line. The Reason Most CEOs (Including Yours) Don't Shift. If CEOs Do Not Want to Shift, How Can We? Can You Shift? Look First at Your Marketing Organization Archetype. Archetypes and Success Enablers Combine to Show the Best. 1 THE FIRST SHIFT: From Creating Marketing Strategies to Driving Business Impact. Insights: Your Secret Weapon. Power in a P&L Mind-Set. Cementing the First Shift: Earning Organizational Credibility and Trust. How to Set the Growth Agenda. Aligning Business and Marketing Strategies. Capturing the CEO's Imagination. Visionary Marketers' Twelve Strategic Growth Topics. Your Five-Step Plan to Victory. Keeping the Dialogue on Track. So, What Do I Do on Monday Morning?. 2 THE SECOND SHIFT: From Controlling the Message to Galvanizing Your Network ( Written in collaboration with Andy Flynn ). The Network Era. Thriving in the Network Era. Network Touch Points. So Why Isn't Everyone Galvanizing Their Network? So, What Do I Do on Monday Morning? 3 THE THIRD SHIFT: From Incremental Improvements to Pervasive Innovation ( Written in collaboration with Mitch Duckler ). Pervasive Innovation. A Shift Toward Customer-Led Innovation. What Visionary Marketers Can Learn from Model Innovators. Fusing Visionary Marketing and Innovation. So, What Do I Do on Monday Morning? 4 THE FOURTH SHIFT: From Managing Marketing Investments to Inspiring Marketing Excellence ( Written in collaboration with Andy Pierce ). Marketing Excellence, Growth, and Accountability. Why Marketing Must Change Now. What the "Big M" Marketing Shift Requires. Experimentation at the Core of Success. A Few More Questions. So, What Do I Do on Monday Morning? 5 THE FIFTH SHIFT: From an Operational Focus to a Relentless Customer Focus ( Written in collaboration with Jeff Smith ). The Realities of a Relentless Focus on the Customer. Start Working Inward from the Customer. Inspire the Organization to Align Differently. A Bottom-Up Transformation Approach: Making a Business Case to Relentlessly Focus on the Customer. Visionary Marketers' Additional Transformational Igniters. The Evolution of Brand Councils to Growth Councils for Organizational Transformations. Organizational Transformation: Corporate Versus Business Unit, Centralized Versus Decentralized. We're All in This Together. So, What Do I Do on Monday Morning? Afterword: Shifting Is Not Easy. Bibliography. Index.
