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Marketing as strategy :understanding...

Kumar, Nirmalya.

Marketing as strategy :understanding the CEO's agenda for driving growth and innovation /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Marketing as strategy :Nirmalya Kumar ; [foreword by Philip Kotler]
Reminder of title:	understanding the CEO's agenda for driving growth and innovation /
Author:	Kumar, Nirmalya.
Published:	Boston, Mass. :Harvard Business School Press,c2004.
Description:	xv, 270 p. :ill. ;24 cm.
Subject:	Strategic planning.
Online resource:	http://www.loc.gov/catdir/toc/ecip0411/2003025721.html
ISBN:	9781591392101

Marketing as strategy :understanding the CEO's agenda for driving growth and innovation /
Kumar, Nirmalya.

Marketing as strategy :understanding the CEO's agenda for driving growth and innovation /Nirmalya Kumar ; [foreword by Philip Kotler] - Boston, Mass. :Harvard Business School Press,c2004. - xv, 270 p. :ill. ;24 cm.

Includes bibliographical references (p. [247]-258) and index.

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: 9781591392101

LCCN: 2003025721Subjects--Topical Terms:

191522
Strategic planning.

LC Class. No.: HF5415 / .K83 2004

Dewey Class. No.: 658.8/02

Marketing as strategy :understanding the CEO's agenda for driving growth and innovation /
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245 1 0 $a Marketing as strategy : $b understanding the CEO's agenda for driving growth and innovation / $c Nirmalya Kumar ; [foreword by Philip Kotler]
260 $a Boston, Mass. : $c c2004. $b Harvard Business School Press,
300 $a xv, 270 p. : $b ill. ; $c 24 cm.
504 $a Includes bibliographical references (p. [247]-258) and index.
505 0 $a 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.
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650 $a Marketing. $3 182957
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