The Shift: The Transformation of Today's Marketers into Tomorrow's Growth LeadersHardback
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- Publisher: Jossey Bass Wiley
- Format: Hardback | 272 pages
- Dimensions: 160mm x 231mm x 25mm | 454g
- Publication date: 12 June 2009
- Publication City/Country: Chichester
- ISBN 10: 0470388382
- ISBN 13: 9780470388389
- Illustrations note: Illustrations
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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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 .
"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).
Traditional marketers live in a short-term world built on an ever-narrowing platform of marketing communications and promotions. They are often limited to running agency relationships and enabling the sales force, while constantly being squeezed for funds they do not have. But the days of marketers operating in a vacuum and marketing and business strategies being created independently of one another are ending. The best marketers are now creating integrated perspectives that start with the growth aspirations of their entire organization. The Shift will show how this new breed of Visionary Marketers has become a successful catalyst for growth and transformation within an organization, as well as how you can become a marketing visionary too. Using case studies and insights from leading marketers at GE, Walmart, Charles Schwab, P&G, Burger King, Zappos, Best Buy, Dell, and others, as well as relying on over twenty years of professional experience, renowned marketing expert Scott Davis outlines the five shifts marketers must undertake to fundamentally shift the role of marketing and help drive both the growth agenda and bottom-line results. Davis reveals how to 1) balance short-term pressures to show results while staying aligned with the enterprise's longer-term vision, 2) continuously drive innovation in a pervasive way, 3) navigate the dizzying array of new and old media choices to reach customers in meaningful ways, 4) operate and win in increasingly complex internal and external environments, and 5) maintain a relentless focus on the customer. It is critical for all marketers to begin leading the charge to growth in their organizations. The Shift will show how Visionary Marketers are implementing new and better ways to win new customers and build deeper and more meaningful relationships with current customers, while keeping competitors at bay.
Table of contents
Foreword ( Philip Kotler ). Acknowledgments. Preface: It's All About 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.