Kumar, Nirmalya.
Marketing as strategy : understanding the CEO's agenda for driving growth and innovation / Nirmalya Kumar ; [foreword by Philip Kotler]. - Boston, MA : Harvard Business School Press, c2004. - xv, 270 p. : ill ; 24 cm.
Includes bibliographical references (p. [247]-258) and index.
Explains why marketing has become a low priority for major companies and argues that marketers must tackle the important issues company leaders are focused on in order to emphasize the important role marketing plays in business.
Young Adult Follett Library Resources.
9781591392101 (trade) 1591392101 (trade)
2003025721
Marketing.
Strategic planning.
Marketing.
Strategic planning.
HF5415 / .K83 2004
658.8/02
Marketing as strategy : understanding the CEO's agenda for driving growth and innovation / Nirmalya Kumar ; [foreword by Philip Kotler]. - Boston, MA : Harvard Business School Press, c2004. - xv, 270 p. : ill ; 24 cm.
Includes bibliographical references (p. [247]-258) and index.
Explains why marketing has become a low priority for major companies and argues that marketers must tackle the important issues company leaders are focused on in order to emphasize the important role marketing plays in business.
Young Adult Follett Library Resources.
9781591392101 (trade) 1591392101 (trade)
2003025721
Marketing.
Strategic planning.
Marketing.
Strategic planning.
HF5415 / .K83 2004
658.8/02