| 000 | 01007nam a2200157Ia 4500 | ||
|---|---|---|---|
| 020 | _a1591392101 | ||
| 082 |
_a658.8 _bKUM |
||
| 100 | _aKumar, Nirmalya | ||
| 245 | _aMarketing as strategy : understanding the CEO's agenda for driving growth and innovation | ||
| 260 |
_aBoston _bHarvard Business School Press _c2004 |
||
| 300 | _axv,270p. | ||
| 500 | _aCONTENTS: 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 | ||
| 890 | _aUnited Kingdom | ||
| 891 | _aMTM | ||
| 999 |
_c22178 _d22178 |
||
| 650 |
_aCity planning _aStrategic planning |
||
| 650 | _aSocial work administration -- India | ||
| 650 | _aHealth services administration -- India | ||
| 650 | _aTransportation -- India -- Management | ||
| 650 | _aAdministration publique (Science) -- Inde. | ||