Taylor's Library Banner
Image from Google Jackets

Marketing as strategy : understanding the CEO's agenda for driving growth and innovation / Nirmalya Kumar ; [foreword by Philip Kotler]

By: Publication details: Boston, Mass. : Harvard Business School Press, c2004.Description: xv, 270 p. : ill. ; 24 cmISBN:
  • 1591392101 (pbk.)
  • 9781591392101 (pbk.)
Subject(s): DDC classification:
  • 658.802 KUM
Contents:
1. From marketing as a function to marketing as a transformational engine -- 2. From market segments to strategic segments -- 3. From selling products to providing solutions -- 4. From declining to growing distribution channels -- 5. From branded bulldozers to global distribution partners -- 6. From brand acquisitions to brand rationalization -- 7. From market-driven to market-driving -- 8. From strategic business unit to corporate marketing.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Graduate Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 5, BayNo 1

 658.802 KUM (Browse shelf(Opens below)) 1 Available SHTEx,60001,03,CL 5000043958

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

1. From marketing as a function to marketing as a transformational engine -- 2. From market segments to strategic segments -- 3. From selling products to providing solutions -- 4. From declining to growing distribution channels -- 5. From branded bulldozers to global distribution partners -- 6. From brand acquisitions to brand rationalization -- 7. From market-driven to market-driving -- 8. From strategic business unit to corporate marketing.