Marketing as strategy : understanding the CEO's agenda for driving growth and innovation /
By: Kumar, Nirmalya
Material type:
BookPublisher: Boston, MA : Harvard Business School Press, c2004.Description: xv, 270 p. : ill ; 24 cm.ISBN: 9781591392101 (trade); 1591392101 (trade)Subject(s): Marketing | Strategic planning | Marketing | Strategic planningDDC classification: 658.8/02
Summary:
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.
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.802 KU MA (Browse shelf) | Available | T0022732 |
Total holds: 0
, Shelving location: Main Collection Close shelf browser
|
|
|
|
|
|
|
||
| 658.802 KI IN Integrated marketing communications : a primer / | 658.802 KI RE Red ocean traps | 658.802 KI RE Red ocean traps | 658.802 KU MA Marketing as strategy : understanding the CEO's agenda for driving growth and innovation / | 658.802 LA MA Market-driven management : strategic and operational marketing / | 658.802 LE AD Advanced methods for modeling markets | 658.802 LE AN Analysis for marketing planning / |
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.