TY  - BOOK
AU  - Kumar, Nirmalya
TI  - Marketing as strategy: understanding the CEO's agenda for driving growth and innovation 
SN  - 9781591392101
AV  - HF 5415 .K86 2004 
PY  - 2004///
CY  - Boston, Massachusetts
PB  - Harvard Business Review Press
KW  - MARKETING
N1  - 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
ER  -