The Shift

Davis, Scott M.; Kotler, Philip
September 2009
Shift - Business Book Summaries;2009, Vol. 1 Issue 1, p1
Book Summary
Book Summary
In the past, marketing was often viewed as a function that simply provided sales support and generated marketing communications. However, CEOs and Boards are now demanding that marketing become a strategic growth driver. To meet that demand, marketing must communicate customer insights throughout the company and also clearly contribute to the firm's profit objectives. In The Shift, Scott M. Davis describes how marketers are learning to adapt and Visionary Marketers are emerging in progressive companies. The First Shift is the transition from creating marketing strategies to driving business impact. Marketers must use customer insights as a secret weapon, view the world with a profit-and-loss mindset, and earn credibility and trust throughout the company. The most effective CMOs transform their departments into customer insight "machines." In addition, Visionary Marketers always have a P&L mindset. This means that they understand how investment decisions affect various areas of the business, and how different options affect both the top-line and the bottom-line. In the Second Shift, marketers move away from controlling the message to galvanizing the company's network. Marketers are now living in a time characterized by two-way communication among many stakeholders. Davis calls this the Network Era. Unique qualities of this time include: an increase in the power and influence of stakeholders; many different means of communication that influence purchases; citizen marketing where word-of-mouth has real power; and transparency about consumer and company behaviors. Brands must be managed as networks. Benefits include tapping into a set of advocates who will promote offerings in an authentic way, identifying new innovative ideas, finding flaws in the customer experience, understanding customer needs and current levels of customer satisfaction, and discovering new partnership opportunities. The Third Shift is characterized by a change from incremental improvements to...


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