5.0 out of 5 stars
Actionable initiatives based on solid marketing theories, 12 Jan 2007
Our firm works with marketing departments from dozens of different companies on a daily basis, and if I could recommend they read one book, this would be it.
This book highlights the importance of marketing in an easily digestible manner, outlining exactly how effective marketing (and sufficient corporate support for marketing efforts) benefit the company and the bottom line.
The author addresses important questions from the perspective of the business owner or CEO, and argues that marketing departments need to change their approach in order to stay ahead of the curve and best benefit their companies. Far from being a theoretical piece, Kumar offers specific initiatives for marketing departments that are designed to bring marketing nearer the top of the list of corporate priorities for management.