01038nam a2200217Ia 4500 CTU_112797 210402s9999 xx 000 0 und d 521000 658.802 K96 Kumar, Nirmalya 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 2004 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. Strategic planning,Marketing Minh Trung tâm Học liệu Trường Đại học Cần Thơ