The Shift The Transformation of Today's Marketers into Tomorrow's Growth Leaders
by Davis, Scott M.; Kotler, PhilipEdition: 1st
Format: Hardcover
Pub. Date: 2009-05-26
Publisher(s): Jossey-Bass
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Summary
This book's goal is simple: to help re-wire the role and function of marketing to go beyond the expected (being a world class marketing organization), to the unexpected (shaping the company's growth agenda, influencing the actions of all customers, influencers and employees). This book shows marketing executives how to: balance short term pressures to show results, while staying aligned with the enterprise's longer-term vision drive innovation, while figuring out how to best align internal resources with external opportunities navigate the never-ending array of media choices, both old and new, to reach customers in ways that are meaningful to its customers operate and win in an increasingly complex global environment...as well as within an even more complex organizational environment (read: siloed and hierarchical). win over critical internal stakeholders while shaping the opinions of Wall Street analysts.
Author Biography
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.
Table of Contents
| Foreword | p. ix |
| Acknowledgments | p. xiii |
| Preface: It's All About Growth | p. xvii |
| Five Aspects of The Shift | p. xix |
| Why Should I Change? I'm Okay | p. xx |
| Building the Case for the Marketer as Growth Champion and Catalyst | p. xxiv |
| The Time Is Now | p. xxvi |
| Introduction: Preparing to Make The Shift | p. 1 |
| Voices from the Front Line | p. 2 |
| The Reason Most CEOs (Including Yours) Don't Shift | p. 3 |
| If CEOs Do Not Want to Shift, How Can We? | p. 4 |
| Can You Shift? Look First at Your Marketing Organization Archetype | p. 13 |
| Archetypes and Success Enablers Combine to Show the Best | p. 21 |
| The First Shift From Creating Marketing Strategies to Driving Business Impact | p. 27 |
| Insights: Your Secret Weapon | p. 28 |
| Power in P&L Mind-Set | p. 31 |
| Cementing the First Shift: Earning Organizational Credibility and Trust | p. 35 |
| How to Set the Growth Agenda | p. 38 |
| Aligning Business and Marketing Strategies | p. 43 |
| Capturing the CEO's Imagination | p. 44 |
| Visionary Marketers' Twelve Strategic Growth Topics | p. 45 |
| Your Five-Step Plan to Victory | p. 57 |
| Keeping the Dialogue on Track | p. 61 |
| So, What Do I Do on Monday Morning? | p. 63 |
| The Second Shift From Controlling the Message to Galvanizing Your Network | p. 65 |
| Written in collaboration with Andy Flynn The Network Era | p. 69 |
| Thriving in the Network Era | p. 71 |
| Network Touch Points | p. 88 |
| So Why Isn't Everyone Galvanizing Their Network? | p. 98 |
| So, What Do I Do on Monday Morning? | p. 101 |
| The Third Shift From Incremental Improvements to Pervasive Innovation | p. 105 |
| Written in collaboration with Mitch Duckler Prevasive Innovation | p. 107 |
| A Shift Toward Customer-Led Innovation | p. 108 |
| What Visionary Marketers Can Learn from Model Innovators | p. 120 |
| Fusing Visionary Marketing and Innovation | p. 137 |
| So, What Do I Do on Monday Morning? | p. 140 |
| The Fourth Shift From Managing Marketing Investments to Inspiring Marketing Excellence | p. 143 |
| Written in collaboration with Andy Pierce | |
| Marketing Excellence, Growth, and Accountability | p. 147 |
| Why Marketing Must Change Now | p. 148 |
| What the "Big M" Marketing Shift Requires | p. 152 |
| Experimentation at the Core of Success | p. 157 |
| A Few More Questions | p. 169 |
| So, What Do I Do on Monday Morning? | p. 172 |
| The Fifth Shift From a Operational Focus to a Relentless Customer Focus | p. 175 |
| Written in collaboration with Jeff Smith The Realities of a Relentless Focus on the Customer | p. 181 |
| Start Working Inward from the Customer | p. 183 |
| Inspire the Organization to Align Differently | p. 186 |
| A Bottom-Up Transformation Approach: Making a Business Case to Relentlessly Focus on the Customer | p. 192 |
| Visionary Marketers' Additional Transformational Igniters | p. 195 |
| The Evolution of Brand Councils to Growth Councils for Organizational Transformations | p. 199 |
| Organizational Transformation: Corporate Versus Business Unit, Centralized Versus Decentralized | p. 205 |
| We're All in This Together | p. 207 |
| So, What Do I Do on Monday Morning? | p. 208 |
| Afterword: Shifting Is Not Easy | p. 211 |
| Bibliography | p. 217 |
| Index | p. 221 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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