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

By: Material type: TextTextPublication details: Boston Harvard Business School Press 2004Description: xv,270pISBN:
  • 1591392101
Subject(s): DDC classification:
  • 658.8 KUM
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Holdings
Item type Current library Collection Call number Status Notes Date due Barcode Item holds
Book CEPT Library Faculty of Architecture 658.8 KUM Available Status:Catalogued;Bill No:IN268 005553
Total holds: 0

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

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