001 |
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67860 |
010 |
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|a2003025721
|
020 |
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|a1591392101 (hbk.)
|
035 |
|
|alc0030
|
040 |
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|aDLC|cDLC|dDLC|dNOU
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050 |
00
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|aHF5415|b.K83 2004
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082 |
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|a658.8/02|222
|
809 |
|
|pBOOK|dHF5415|eK85|y2004
|
100 |
1
|
|aKumar, Nirmalya.
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245 |
10
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|aMarketing as strategy :|bunderstanding the CEO's agenda for driving growth and innovation /|cNirmalya Kumar ; [foreword by Philip Kotler].
|
260 |
|
|aBoston, Mass. :|bHarvard Business School Press,|cc2004.
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300 |
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|axv, 270 p. :|bill. ;|c24 cm.
|
504 |
|
|aIncludes bibliographical references (p. [247]-258) and index.
|
505 |
0
|
|aFrom 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.
|
650 |
0
|
|aMarketing.
|
650 |
0
|
|aStrategic planning.
|
856 |
41
|
|3Table of contents |uhttp://www.loc.gov/catdir/toc/ecip0411/2003025721.html
|
095 |
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|aNOU|bLBA|cE014337|dHF5415|eK85|pBOOK|y2004|n936|zB|m0|tLCC
|