| 000 | 01260nam a2200181 4500 | ||
|---|---|---|---|
| 999 |
_c352 _d352 |
||
| 005 | 20210904150707.0 | ||
| 008 | 190905b ||||| |||| 00| 0 eng d | ||
| 020 | _a9781591392101 | ||
| 082 |
_a658.802 _bKUM |
||
| 100 |
_aKumar, Nirmalya _91109 |
||
| 245 | _aMarketing as strategy: understanding the CEO's agenda for driving growth and innovation | ||
| 260 |
_aHarvard _bHarvard Business School Press _c2001 |
||
| 300 | _axv, 270 p. | ||
| 365 |
_aINR _b1799.00 |
||
| 520 | _aCEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line-oriented initiatives that can put marketing back on the CEO's agenda--and elevate its role in shaping the destiny of the firm. | ||
| 650 |
_aMarketing _9209 |
||
| 942 |
_2ddc _cBK |
||