The Shift: The Transformation of Today's Marketers Into Tomorrow's Growth Leaders

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The Shift: The Transformation of Today's Marketers Into Tomorrow's Growth Leaders

Format:  Hardcover,

236 pages

Publisher: Jossey-Bass

Publish Date: May 2009

ISBN-13: 9780470388389

ISBN-10: 0470388382

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Book Information

The following content was provided by the publisher.
Praise for "The Shift"

"More than ever, the role of marketing has to be to drive profitable growth by unlocking customer insights. The Shift provides inspiring examples of how leading marketers are getting it done."
-Cammie Dunaway, executive vice president of sales and marketing, Nintendo of America

"At we've always approached business in our own unique way. The Shift outlines many principles we holistically embrace. Kudos to Scott Davis for putting together such a great resource "
-Tony Hsieh, CEO,

"The Shift is a great 'how-to book' for Visionary Marketers who want to stand out, help their company succeed by moving toward true accountability, and drive a business strategy that keeps the customer in mind, while never losing sight of the P&L."
-Fisk Johnson, chairman and CEO, SC Johnson

"The Shift's articulation of how marketing can drive a company's bottom line and a marketer's career makes it a must-read for any CEO who wants marketing to truly impact their company's bottom line."
-CJ Fraleigh, CEO, Sara Lee Retail and Foodservice

"Marketer as a P&L-oriented businessperson This important book for senior executives provides a road map on how marketers and their organizations can shift their profiles, while driving bottom-line results."
-Mark L. Vachon, president and CEO, GE Healthcare, Americas

"The Shift charts a dramatic new role for marketing. A challenge every firm should embrace."
-David Aaker, vice chairman, Prophet; and, author, "Brand Leadership"

"The Shift has to become a way of life from the classroom to the boardroom. Davis's book brings a practitioner's perspective to this critical topic of marketers shifting to becoming more accountable and more personally responsible for driving growth."
-Dipak Jain, dean, Kellogg Graduate School of Management, Northwestern University

"Forget the CMO. Long live the integrated agenda of the Chief Growth and Visionary Officer "
-Joseph V. Tripodi, chief marketing and commercial officer, The Coca Cola Company


Publisher: Jossey-Bass
Publish Date: May 2009
ISBN-13: 9780470388389
ISBN-10: 0470388382
Format: Hardcover
Number of Pages: 236
Shipping Weight (in pounds): 1.01
Product in Inches (L x W x H): 6.58 x 0.94 x 8.9

About the author

Biography of Davis, Scott M.

Scott M. Davis Scott M. Davis is managing director at the Chicago office of Prophet Brand Strategy, and a former marketing and distribution manager at Procter & Gamble. He is an adjunct professor at Northwestern's Kellogg Graduate School of Management, a contributing editor to Brandweek, and an editorial board member of The Journal of Consumer Marketing. His work has been featured in such publications as the Wall Street Journal, Fortune, and USA Today.

Chapter outline

Preface: It's All About Growth
Five Aspects of The Shift
Why Should I Change? I'm Okay
Building the Case for the Marketer as Growth Champion and Catalyst
The Time Is Now
Introduction: Preparing to Make The Shift
Voices from the Front Line
The Reason Most CEOs (Including Yours) Don't Shift
If CEOs Do Not Want to Shift, How Can We?
Can You Shift? Look First at Your Marketing Organization Archetype
Archetypes and Success Enablers Combine to Show the Best
The First Shift From Creating Marketing Strategies to Driving Business Impact
Insights: Your Secret Weapon
Power in P&L Mind-Set
Cementing the First Shift: Earning Organizational Credibility and Trust
How to Set the Growth Agenda
Aligning Business and Marketing Strategies
Capturing the CEO's Imagination
Visionary Marketers' Twelve Strategic Growth Topics
Your Five-Step Plan to Victory
Keeping the Dialogue on Track
So, What Do I Do on Monday Morning?
The Second Shift From Controlling the Message to Galvanizing Your Network
Written in collaboration with Andy Flynn The Network Era
Thriving in the Network Era
Network Touch Points
So Why Isn't Everyone Galvanizing Their Network?
So, What Do I Do on Monday Morning?
The Third Shift From Incremental Improvements to Pervasive Innovation
Written in collaboration with Mitch Duckler Prevasive Innovation
A Shift Toward Customer-Led Innovation
What Visionary Marketers Can Learn from Model Innovators
Fusing Visionary Marketing and Innovation
So, What Do I Do on Monday Morning?
The Fourth Shift From Managing Marketing Investments to Inspiring Marketing Excellence
Written in collaboration with Andy Pierce
Marketing Excellence, Growth, and Accountability
Why Marketing Must Change Now
What the "Big M" Marketing Shift Requires
Experimentation at the Core of Success
A Few More Questions
So, What Do I Do on Monday Morning?
The Fifth Shift From a Operational Focus to a Relentless Customer Focus
Written in collaboration with Jeff Smith The Realities of a Relentless Focus on the Customer
Start Working Inward from the Customer
Inspire the Organization to Align Differently
A Bottom-Up Transformation Approach: Making a Business Case to Relentlessly Focus on the Customer
Visionary Marketers' Additional Transformational Igniters
The Evolution of Brand Councils to Growth Councils for Organizational Transformations
Organizational Transformation: Corporate Versus Business Unit, Centralized Versus Decentralized
We're All in This Together
So, What Do I Do on Monday Morning?
Afterword: Shifting Is Not Easy

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