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Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation
by Nirmalya Kumar
from Harvard Business School Press
Customer Reviews:
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Avg. Customer Rating: 4.0 / 5.0 
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An essential book for marketing strategists 
The expertise of specialized, internal departments has enabled modern corporations to become more competitive and profitable. However, Nirmalya Kumar contends that one department - marketing - rarely helps in this quest. In fact, many CEOs complain that marketing has not evolved past its focus on basic tactics. Kumar wants to correct this problem and suggests a seven-step process marketers can follow to become flexible, strategic thinkers and leaders. He advocates forgetting about the classic "4 Ps" of... more info
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marketing under a new light
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
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Marketing as Strategy: Not Necessarily 
Marketing as Strategy follows the assumption that marketers have lost their seat at the big table because they no longer address the heavy strategic lifting in their respective companies. This may or may not be true. A good bit of the financial bent in most publicly held companies may have to do with the extreme pressures provided by SOX and related corporate governance issues in the post-Enron business landscape. As a result, most CEO's aren't marketers outside of marketing-driven industries.
However,... more info
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Obtuse 
This is so buzzword laden, I really couldn't make out what the guy was driving at. I abandoned it midway through the first chapter.
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