Marketing As Strategy Understanding the CEO's Agenda for Driving Growth and Innovation

Name: Marketing As Strategy Understanding the CEO's Agenda for Driving Growth and Innovation
Price: 5.7 USD
Availability: InStock
ISBN: 9781591392101

ISBN-10: 1591392101

ISBN-13: 9781591392101

Edition: 2004

Authors: Nirmalya Kumar

List price: $35.00

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Description:

Traditional marketing functions - advertising & promotions - don't cut much ice with CEOs when times are tight. Nirmalya Kumar outlines seven strategy-focused, cross-functional, & bottom-line orientated initiatives that can put marketing back on the CEO's agenda.

Book details

List price: $35.00
Copyright year: 2004
Publisher: Harvard Business Review Press
Publication date: 5/5/2004
Binding: Hardcover
Pages: 288
Size: 6.40" wide x 9.50" long x 1.06" tall
Weight: 1.232
Language: English



Foreword



Preface



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 Rationalization



From Market-Driven to Market-Driving



From Strategic Business Unit Marketing to Corporate Marketing


Notes


Index


About the Author