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Marketing as strategy : the CEO's agenda for driving growth and innovation / Nirmalya Kumar.
Table of contents Available online
View onlineLippincott Library HF5415 .K83 2004
Available
- Format:
- Book
- Author/Creator:
- Kumar, Nirmalya.
- Language:
- English
- Subjects (All):
- Marketing.
- Strategic planning.
- Physical Description:
- xv, 270 pages : illustrations ; 24 cm
- Place of Publication:
- Boston, Mass. : Harvard Business School Pub., 2004.
- Contents:
- From marketing as a function to marketing as a transformational engine
- From market segments to strategic segments
- From selling products to innovating solutions
- From declining to growing distribution channels
- From branded bulldozers to global distribution partners
- From acquiring to rationalizing brands for profit
- From market-driven to market-[d]riving
- From strategic business units to corporate marketing.
- ISBN:
- 1591392101
- OCLC:
- 56468498
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