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Marketing as strategy : = understand...

Kumar, Nirmalya.

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

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Marketing as strategy :/ Nirmalya Kumar ; [foreword by Philip Kotler].
Reminder of title:	understanding the CEO's agenda for driving growth and innovation /
Author:	Kumar, Nirmalya.
Published:	Boston, Mass. :Harvard Business School Press, : c2004.,
Description:	xv, 270 p. :ill. ;24 cm.
[NT 15003449]:	From marketing as a function to marketing as a transformational engine -- From market segments to strategic segments -- From selling products to innovating solutions -- From declining to growing distribution channels -- From branded bulldozers to global distribution partners -- From acquiring to rationalizing brands for profit -- From market-driven to market-[d]riving -- From strategic business units to corporate marketing.
Subject:	Marketing. -
Online resource:	http://www.loc.gov/catdir/toc/ecip0411/2003025721.htmlhttp://www.loc.gov/catdir/toc/ecip0411/2003025721.html
ISBN:	1591392101 (hbk.) :

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 /Nirmalya Kumar ; [foreword by Philip Kotler]. - Boston, Mass. :Harvard Business School Press,c2004. - xv, 270 p. :ill. ;24 cm.

Includes bibliographical references (p. [247]-258) and index.

From marketing as a function to marketing as a transformational engine -- From market segments to strategic segments -- From selling products to innovating solutions -- From declining to growing distribution channels -- From branded bulldozers to global distribution partners -- From acquiring to rationalizing brands for profit -- From market-driven to market-[d]riving -- From strategic business units to corporate marketing.

ISBN: 1591392101 (hbk.) :US32.50

LCCN: 2003025721Subjects--Topical Terms:

536353
Marketing.

LC Class. No.: HF5415 / .K83 2004

Dewey Class. No.: 658.8/02

Marketing as strategy : = understanding the CEO's agenda for driving growth and innovation /
LDR:01202pam a2200193 a 45 001 713573
005 20070807
008 070313s2004 maua b 001 0 eng
010 $a 2003025721
020 $a 1591392101 (hbk.) : $c US32.50
035 $a IB95T0152
040 $a DLC $c DLC $d DLC
050 0 0 $a HF5415 $b .K83 2004
082 0 0 $a 658.8/02 $2 22
100 $a Kumar, Nirmalya. $3 781595
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 $a Boston, Mass. : $c c2004. $b Harvard Business School Press,
300 $a xv, 270 p. : $b ill. ; $c 24 cm.
504 $a Includes bibliographical references (p. [247]-258) and index.
505 0 $a From marketing as a function to marketing as a transformational engine -- From market segments to strategic segments -- From selling products to innovating solutions -- From declining to growing distribution channels -- From branded bulldozers to global distribution partners -- From acquiring to rationalizing brands for profit -- From market-driven to market-[d]riving -- From strategic business units to corporate marketing.
650 $a Marketing. $3 536353
650 $a Strategic planning. $3 528149
856 4 1 $3 Table of contents $u http://www.loc.gov/catdir/toc/ecip0411/2003025721.html $z http://www.loc.gov/catdir/toc/ecip0411/2003025721.html