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

ISBN-10: 1591392101
ISBN-13: 9781591392101
Edition: 2004
Authors: Nirmalya Kumar
List price: $35.00 Buy it from $0.80
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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  More...

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Book details

List price: $35.00
Copyright year: 2004
Publisher: Harvard Business Review Press
Publication date: 5/5/2004
Binding: Hardcover
Pages: 288
Size: 6.50" wide x 9.50" long x 0.50" tall
Weight: 1.694
Language: English

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.

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

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