Marketing as Strategy : Understanding the CEO's Agenda for Driving Growth and Innovation / Nirmalya Kumar ; [foreword by Philip Kotler]
Material type: TextPublication details: Boston, Mass. : Harvard Business School Press, c2004.Description: xv, 270 p. : ill. ; 24 cmISBN:- 1591392101
- 658.802 22 KUM-M 2004 804137
Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds | |
---|---|---|---|---|---|---|---|---|
Books | Lahore Business School Library Shelf No. 81, LBS | Book | 658.802 KUM-M 2004 804137 (Browse shelf(Opens below)) | Available | 804137 |
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.