The Shift - The Transformation of Today's Marketers into Tomorrow's Growth Leaders

Scott M. Davis

Jossey-Bass

2009

272 páginas

9h 4m

ISBN-10: 0470388382

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.