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 - Boston, Massachusetts : Harvard Business Review Press, c2004 - xv, 270 pages : illustrations ; 24 cm.
Includes index.
From marketing as a function to marketing as a transformational engine -- From market segments to strategic segments -- From selling products to providing solutions -- From declining to growing distribution channels -- From branded bulldozers to global distribution partners -- From brand acquisitions to brand realization -- From market-driven to market-driving -- From strategic business unit marketing to corporate marketing
9781591392101
MARKETING
HF 5415 .K86 2004
Marketing as strategy : understanding the CEO's agenda for driving growth and innovation / Nirmalya Kumar - Boston, Massachusetts : Harvard Business Review Press, c2004 - xv, 270 pages : illustrations ; 24 cm.
Includes index.
From marketing as a function to marketing as a transformational engine -- From market segments to strategic segments -- From selling products to providing solutions -- From declining to growing distribution channels -- From branded bulldozers to global distribution partners -- From brand acquisitions to brand realization -- From market-driven to market-driving -- From strategic business unit marketing to corporate marketing
9781591392101
MARKETING
HF 5415 .K86 2004