The Shift: The Transformation of Today's Marketers into Tomorrow's Growth Leaders

by PhilipKotler (Foreword), ScottM.Davis (Author)

New
Hardcover
2009
$23.87

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.

Synopsis

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.

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More Information

Format: Hardcover
Pages: 272
Publisher: Jossey Bass
Published: 12 Jun 2009
ISBN 10: 0470388382
ISBN 13: 9780470388389

Media Reviews

Begins a new dialogue in marketing ( Hindu Business Line , May 28, 2009) ...outlines a marketer's 5-step plan to becoming a growth catalyst ( The Advertiser, July 1, 2009).

Author Bio

Scott M. Davis is a senior partner at Prophet, was an adjunct professor at the Kellogg Graduate School of Management at Northwestern University, and has guest lectured at many top MBA programs, including Harvard, NYU, Columbia, and the University of Chicago. He has worked with top executives at companies such as GE, Johnson & Johnson, IBM, Best Buy, Sara Lee, and Boeing. He is frequently cited in publications such as The Wall Street Journal , Reuters , USA Today , BusinessWeek , Advertising Age , Brandweek , Marketing News , Management Review, Inc. Magazine , and Crain's . He is the author of Brand Asset Management and coauthor of Building the Brand-Driven Business .