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AuthorKumar, Nirmalya
TitleMarketing as strategy : understanding the CEO's agenda for driving growth and innovation / Nirmalya Kumar
Imprint Boston, Mass. : Harvard Business School Pub., 2004
Descript xv, 270 p

CONTENT

From 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-driving -- From strategic business units to corporate marketing


Marketing Strategic planning

LOCATIONCALL#STATUS
Sasin Library658.802 K96M 2004CHECK SHELVES
Chula Business School Library658.802 K96M 2004CHECK SHELVES

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