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 - Boston Harvard Business School Press 2004 - xv,270p.
CONTENTS: Foreword by Philip Kotlervii Prerace xi ONE From Marketing as a Function to Marketing as a Transformational Engine 1 TWO From Market Segments to Strategic Segments 27 THREE From Selling Products to Providing Solutions 55 FOUR From Declining to Growing Distribution Channels 87 FIVE From Branded Bulldozers to Global Distribution Partners 115 SIX From Brand Acquisitions to Brand Rationalization 147 SEVEN From Market-Driven to Market-Driving 177 EIGHT From Strategic Business Unit Marketing to Corporate Marketing 211 Notes 247 Index259 About tke Author269
1591392101
City planning
Strategic planning
Social work administration -- India
Health services administration -- India
Transportation -- India -- Management
Administration publique (Science) -- Inde.
658.8 / KUM
Marketing as strategy : understanding the CEO's agenda for driving growth and innovation - Boston Harvard Business School Press 2004 - xv,270p.
CONTENTS: Foreword by Philip Kotlervii Prerace xi ONE From Marketing as a Function to Marketing as a Transformational Engine 1 TWO From Market Segments to Strategic Segments 27 THREE From Selling Products to Providing Solutions 55 FOUR From Declining to Growing Distribution Channels 87 FIVE From Branded Bulldozers to Global Distribution Partners 115 SIX From Brand Acquisitions to Brand Rationalization 147 SEVEN From Market-Driven to Market-Driving 177 EIGHT From Strategic Business Unit Marketing to Corporate Marketing 211 Notes 247 Index259 About tke Author269
1591392101
City planning
Strategic planning
Social work administration -- India
Health services administration -- India
Transportation -- India -- Management
Administration publique (Science) -- Inde.
658.8 / KUM