Marketing as strategy : understanding the CEO's agenda for driving growth and innovation
Saved in:
| Main Author | |
|---|---|
| Format | Book |
| Language | English |
| Published |
Boston, Mass. :
Harvard Business School Press,
c2004
|
| Subjects | |
| Online Access | Obsah Vydavatelská anotace |
| ISBN | 1591392101 978-1-59139-210-1 |
| Physical Description | xv, 270 s. : il. ; 24 cm |
Cover
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| 100 | 1 | |a Kumar, Nirmalya |7 mzk2008453452 |4 aut | |
| 245 | 1 | 0 | |a Marketing as strategy : |b understanding the CEO's agenda for driving growth and innovation / |c Nirmalya Kumar ; [foreword by Philip Kotler] |
| 260 | |a Boston, Mass. : |b Harvard Business School Press, |c c2004 | ||
| 300 | |a xv, 270 s. : |b il. ; |c 24 cm | ||
| 504 | |a Obsahuje bibliografii (s. [247]-258) a rejstřík | ||
| 505 | 0 | |a 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-[d]riving -- From strategic business units to corporate marketing | |
| 650 | 0 | 7 | |a strategický marketing |7 ph116292 |2 czenas |
| 650 | 0 | 9 | |a strategic marketing |2 eczenas |
| 655 | 7 | |a příručky |7 fd133209 |2 czenas | |
| 655 | 9 | |a handbooks |2 eczenas | |
| 856 | 4 | 1 | |3 Obsah |u http://www.loc.gov/catdir/toc/ecip0411/2003025721.html |
| 856 | 4 | 2 | |3 Vydavatelská anotace |u http://www.loc.gov/catdir/enhancements/fy1311/2003025721-d.html |
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