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.
About the Author
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.