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Item Details
Title: STRATEGIC MARKETING FOR THE C-SUITE
A REVIEW OF THE RESEARCH LITERATURE AND ITS RELEVANCE TO SENIOR EXECUTIVES
By: David Midgley
Format: Paperback

List price: £65.00
Our price: £65.00
ISBN 10: 1680830562
ISBN 13: 9781680830569
Availability: This item will be printed on demand and will usually be dispatched within 10 days.
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Stock: Currently 0 available
Publisher: NOW PUBLISHERS INC
Pub. date: 30 October, 2015
Series: Foundations and Trends in Marketing
Pages: 212
Description: Strategic Marketing for the C-Suite 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).
Synopsis: Strategic Marketing for the C-Suite 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. Strategic Marketing for the C-Suite has three objectives: (1) to understand what we can learn from recent academic research on strategic marketing, (2) to test the validity of earlier editorial positions, and (3) to make some modest suggestions as to what the field might do better in the future. The author addresses these objectives through a review of the academic research on a set of strategic marketing issues that are of relevance to top executives. Strategic Marketing for the C-Suite 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 the 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.
Publication: US
Imprint: now publishers Inc
Returns: Non-returnable
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