Annual Member
| Author | Kumar, Nirmalya |
|---|---|
| Title | Marketing 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 |
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
| LOCATION | CALL# | STATUS |
|---|---|---|
| Sasin Library | 658.802 K96M 2004 | CHECK SHELVES |
| Chula Business School Library | 658.802 K96M 2004 | CHECK SHELVES |
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