Marketing as strategy : Understanding the CEO's agenda for driving growth and innovation
This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line oriented initiatives that can p...
Đã lưu trong:
| Tác giả chính: | |
|---|---|
| Định dạng: | Sách |
| Ngôn ngữ: | Undetermined |
| Được phát hành: |
Boston, MA.
Harvard Business School Press
2004
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| Những chủ đề: | |
| Các nhãn: |
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Cần Thơ |
|---|
| LEADER | 01038nam a2200217Ia 4500 | ||
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| 020 | |c 521000 | ||
| 082 | |a 658.802 | ||
| 082 | |b K96 | ||
| 100 | |a Kumar, Nirmalya | ||
| 245 | 0 | |a Marketing as strategy : | |
| 245 | 0 | |b Understanding the CEO's agenda for driving growth and innovation | |
| 245 | 0 | |c Nirmalya Kumar ; [foreword by Philip Kotler] | |
| 260 | |a Boston, MA. | ||
| 260 | |b Harvard Business School Press | ||
| 260 | |c 2004 | ||
| 520 | |a This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven cross-functional and bottom-line oriented initiatives that can put marketing back on the CEO's agenda-and elevate its role in shaping the destiny of the firm. | ||
| 650 | |a Strategic planning,Marketing | ||
| 904 | |i Minh | ||
| 980 | |a Trung tâm Học liệu Trường Đại học Cần Thơ | ||