The Transformation of Today's Marketers Into Tomorrow's Growth Leaders
Scott M. Davis Jossey-Bass, $34.95, 215 pages
There is a marketing revolution underway. A shift is occurring from cost center to revenue driver. In the waning days of marketers operating in a vacuum, separate from the business side, today's top marketers are developing integrated perspectives that start with the growth objectives of their entire organization. Author Scott Davis, a senior partner with global marketing and branding consultancy Prophet, delves into the new roles marketers need to play amid this shift. Davis identifies and details the five fundamental shifts marketers must undertake to drive growth and bottom-line results. They include a shift from creating marketing strategies to driving business impact, from controlling the message to galvanizing your network and from operational focus to a relentless customer focus. The Shift shows visionary marketers how to create new and better ways to win new customers, and deepen ties with existing ones.
