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.