Marketing as strategy : understanding the CEO's agenda for driving growth and innovation / Nirmalya Kumar
Material type:
TextPublication details: Boston, Mass.: Harvard Business School Press, 2004Description: xv, 270 pages : illustrations ; 24 cmISBN: 9781591392101Subject(s): MARKETING | STRATEGIC PLANNINGLOC classification: HF 5415 .K86 2004
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| Item type | Current library | Home library | Collection | Shelving location | Call number | Copy number | Status | Date due | Barcode |
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LRC - Annex II | National University - Manila | Gen. Ed. - CBA | General Circulation | GC HF 5415 .K86 2004 (Browse shelf (Opens below)) | c.1 | Available | NULIB000009664 |
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| GC HF 5415 .K68 2008 Principles of marketing / | GC HF 5415 .K68 2013 Principles of marketing / | GC HF 5415 .K68 2013 c.2 Principles of marketing / | GC HF 5415 .K86 2004 Marketing as strategy : understanding the CEO's agenda for driving growth and innovation / | GC HF 5415 .K86 2012 Marketing and business management / | GC HF 5415 .K87 2001 Principles of marketing / | GC HF 5415 .K87 2002 Principles of marketing / |
Includes index.
From marketing as a function to marketing as a transformational engine --
From market segments to strategic segments --
From selling products to providing solutions --
From declining to growing distribution channels --
From branded bulldozers to global distribution partners --
From brand acquisitions to brand realization --
From market-driven to market-driving --
From strategic business unit marketing to corporate marketing
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