Marketing Is the Company
How CEOs Regain Control of Revenue, Margin and Cash
Companies need strategic support to define their mission, present it to the Board, and then govern every business unit accordingly. Written for CEOs, CFOs and CMOs, this book argues that this support comes from a distinct function we call Structural Marketing: not the marketing that already exists in companies, but the discipline that connects direction to revenue, margin and cash.
Marketing Is the Company introduces a practical management framework that helps CEOs and executive teams regain control of revenue, margin and cash by aligning every business function around value creation.
Rather than campaigns or communication, it shows how Structural Marketing connects strategy, operations, finance, sales, customer experience and execution into one system the CEO can actually govern. It is not a book about marketing. It is a book about building better companies.
Inside the book
- A new executive perspective on marketing
- Practical frameworks ready to implement
- Decision-making tools for CEOs and leadership teams
- A system for improving performance through alignment
- Real-world thinking designed for immediate use
Who should read it
- CEOs, CFOs, CMOs and entrepreneurs
- Executive teams
- Business leaders
- Marketing leaders ready to influence strategy
By Dicran Babayantz. Across senior roles as CEO, CMO, COO and Board Member, he works on one problem: connecting direction, execution and economics in a way the business can actually govern.
Abside Publications · ISBN 979-12-82769-00-6 (print) · 979-12-82769-01-3 (PDF)
What readers say
Marketing Is the Company
★★★★★ EXCELLENTThe book brilliantly redefines the role of marketing, positioning it not as an isolated, standalone department, but as a fundamental pillar supporting the CEO and the entire organization.
Emanuele