Marketing as strategy : understanding the CEO's agenda for driving growth and innovation

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Bibliographic Details
Main Author: Kumar, Nirmalya (Author)
Format: Book
Language: English
Published: Boston, Mass. : Harvard Business School Press, c2004
Subjects:
strategický marketing
strategic marketing
příručky
handbooks
ISBN: 1591392101 978-1-59139-210-1
Physical Description: xv, 270 s. : il. ; 24 cm

Cover

Table of contents

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008 031125s2004 xxua e f 001 0 eng
020 |a 1591392101  |q (váz.)  |z 978-1-59139-210-1 
040 |a DLC  |b cze  |c DLC  |d DLC  |d ZLD002 
072 7 |a 658  |x Řízení a správa podniku  |2 Konspekt  |9 4 
080 |a 658.8:005.21  |2 MRF 
080 |a (035)  |2 MRF 
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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