Nirmalya Kumar: Marketing as strategy - Understanding the CEO's agenda for driving growth and innovation

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Professor Nirmalya Kumar explores the world of Marketing from the CEO's perspective, making a strong case in favour of a major role for the marketing director in the developing of the company's strategy.
His message is clear: marketing and strategy are closely related, if not the very same thing, and in today's highly competitive environment no single company could afford to ignore this fact.

Perhaps two of the most important contributions of this book are the use of the "three Vs" approach (Valued customer, Value network and Value proposition) as a means to get answers to the three basic strategic questions: Who, How and What, and the section devoted to the discussion of the concept of strategic segmentation.

I had the privilege of having Professor Kumar during a term of my Sloan Fellowship Masters Programme at the London Business School, in 2003, and we used parts of his then unpublished manuscript to explore some of his revolutionary concepts. Even though nothing can replace having Nirmalya in front of you talking about his experience and incredible knowledge of the Marketing science, by reading this book you will have access to some of his most innovative ideas.

Definitively, a Marketing/Strategy reference book for the years to come