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|a Kumar, Nirmalya.
|
| 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 |
|
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|a Boston, Mass. :
|b Harvard Business School Press,
|c c2004.
|
| 300 |
|
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|a xv, 270 p. :
|b ill. ;
|c 24 cm.
|
| 504 |
|
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|a Includes bibliographical references (p. [247]-258) and index.
|
| 505 |
0 |
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|a 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 rationalization -- From market-driven to market-driving -- From strategic business unit marketing to corporate marketing.
|
| 650 |
|
0 |
|a Marketing.
|
| 650 |
|
0 |
|a Strategic planning.
|
| 907 |
|
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|a 1514165
|b 07-17-10
|c 05-24-10
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|a Middle Tennessee State University
|b Main
|c James E. Walker Library
|d Main Collection - Walker Library - 4th Floor
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|e 658.802 K96m
|h Library of Congress classification
|i Book
|m 33082015258147
|n 1
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