The Shift: The Transformation of Today's Marketers Into Tomorrow's Growth Leaders
(Sprache: Englisch)
Praise for The Shift"More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done."-Cammie Dunaway, executive vice president of...
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Praise for The Shift
"More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done."
-Cammie Dunaway, executive vice president of sales and marketing, Nintendo of America
"At Zappos.com we've always approached business in our own unique way. The Shift outlines many principles we holistically embrace. Kudos to Scott Davis for putting together such a great resource!"
-Tony Hsieh, CEO, Zappos.com
"The Shift is a great 'how-to book' for Visionary Marketers who want to stand out, help their company succeed by moving toward true accountability, and drive a business strategy that keeps the customer in mind, while never losing sight of the P&L."
-Fisk Johnson, chairman and CEO, SC Johnson
"The Shift's articulation of how marketing can drive a company's bottom line and a marketer's career makes it a must-read for any CEO who wants marketing to truly impact their company's bottom line."
-CJ Fraleigh, CEO, Sara Lee Retail and Foodservice
"Marketer as a P&L-oriented businessperson! This important book for senior executives provides a road map on how marketers and their organizations can shift their profiles, while driving bottom-line results."
-Mark L. Vachon, president and CEO, GE Healthcare, Americas
"The Shift charts a dramatic new role for marketing. A challenge every firm should embrace."
-David Aaker, vice chairman, Prophet; and, author, Brand Leadership
"The Shift has to become a way of life from the classroom to the boardroom. Davis's book brings a practitioner's perspective to this critical topic of marketers shifting to becoming more accountable and more personally responsible for driving growth."
-Dipak Jain, dean, Kellogg Graduate School of Management, Northwestern University
"Forget the CMO. Long live the integrated agenda of the Chief Growth and Visionary Officer!"
-Joseph V. Tripodi, chief marketing and commercial officer, The Coca Cola Company
Inhaltsverzeichnis zu „The Shift: The Transformation of Today's Marketers Into Tomorrow's Growth Leaders “
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 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 (and 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 Marketing Strategy to Business Strategy
Insights as 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
Twelve Strategic Growth Topics
Your Five-Step Plan to Victory
Keeping the Dialogue on Track
What You've Done So Far
2. The Second Shift: From Controlling the Message to Influencing the Experience and the Sale
Written in collaboration with Andy Flynn
The Network Era
Thriving in the Network Era
Network Touch Points
So Why Isn't Everyone Going All In on the Network Bandwagon
So, What Do I Do on Monday Morning
3. The Third Shift: From Functional Innovation 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
Required Tools and Processes for Success
Fusing Visionary Marketing and Innovation
So, What Do I Do on Monday Morning
4. The Fourth Shift: From Marketing Effectiveness to 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
... mehr
Monday Morning
5. The Fifth Shift: From Organizing Around the Business to Working for the Customer
Written in collaboration with Jeff Smith
All-In at DKSH
The Realities of Working for the Customer
Start Working Inward from the Customer
Galvanize and Inspire the Organization to Align Differently
A Bottom-Up Transformation Approach: Making a Business Case to Work for 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
5. The Fifth Shift: From Organizing Around the Business to Working for the Customer
Written in collaboration with Jeff Smith
All-In at DKSH
The Realities of Working for the Customer
Start Working Inward from the Customer
Galvanize and Inspire the Organization to Align Differently
A Bottom-Up Transformation Approach: Making a Business Case to Work for 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
... weniger
Autoren-Porträt von Scott M. Davis
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.
Bibliographische Angaben
- Autor: Scott M. Davis
- 2009, 236 Seiten, Maße: 16,7 x 22,6 cm, Gebunden, Englisch
- Verlag: JOSSEY BASS
- ISBN-10: 0470388382
- ISBN-13: 9780470388389
Sprache:
Englisch
Rezension zu „The Shift: The Transformation of Today's Marketers Into Tomorrow's Growth Leaders “
"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).
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