The marketing challenge: Rita Clifton, chairman of Interbrand is impressed with Marketing as Strategy's contribution to the 'whither marketing' debate but isn't convinced that some marketers will be able to take up Kumar's challenge

Brand Strategy, July, 2004 by Rita Clifton

Marketing as Strategy by Nirmalya Kumar, published by Harvard Business School Press, price 17.69 [pounds sterling]

The role and function of marketing has gone through a crisis of confidence, and it is unusual to attend a marketing conference without someone talking about the lack of marketing representation on company boards in the UK.

Well, Kumar takes this debate much further--and what's more, gives the aspirant marketer a comprehensive 'to do' list to achieve the level of contribution ...