Marketing as Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation

good book to read

By way of background, my motivation for buying this book was that i had nearly twenty years ago, read and enjoyed this book. The book comprises messages rendered simple by a skilful academic, whose thinking was consistent with much thinking of the emerging entrepreneurial canon of the 2000s. A good practical book, that may not have received the acclaim it was probably due. Ideal for the marketer or entrepreneur who wants to combine theory with practice.

great book

Libro teorico sulle trasformazioni del marketing e sue possibili declinazioni future.Molto utile per chi cerca nuovi approcci alla manifestazione del fenomeno mktg.Pieno di case history, risulta essere non solo teorico, ma spesso offre spunti pratici.Consigliatissimo anche solo per cultura generale.

This is a very good marketing book. It's very well written and sees marketing as a function which has effects on all the company so that it may hopefully acquire a 'marketing mindset'. Some parts take inspiration from Chan Kim's Blue Ocean strategy but the graphs are confusing and unclear. I will use it as a main textbook for my BA marketing course in college. Efficient, effective and enjoyable.Sergio Ianni[...]

Good book

I came across this book and wanted to read it. Its a very good book for budding marketers and professionals.