Author:Kumar, Nirmalya

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MARKETING AS STRATEGY: UNDERSTANDING THE CEO'S AGENDA FOR DRIVING GROWTH AN D INNOVATION

By: Kumar, Nirmalya

Price: ¥650.00

Publisher: Harvard Business Press: 2004

Seller ID: RWARE0000042995

ISBN: 1591392101

Condition: Very Good/Very Good


A copy that has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strat... View more info