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Marketing as Strategy : Understanding the CEO's Agenda for Driving Growth and Innovation / Nirmalya Kumar ; [foreword by Philip Kotler]

By: Material type: TextTextPublication details: Boston, Mass. : Harvard Business School Press, c2004.Description: xv, 270 p. : ill. ; 24 cmISBN:
  • 1591392101
Subject(s): DDC classification:
  • 658.802 22 KUM-M 2004 804137
Online resources:
Contents:
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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Books Books Lahore Business School Library Shelf No. 81, LBS Book 658.802 KUM-M 2004 804137 (Browse shelf(Opens below)) Available 804137
Total holds: 0

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.

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