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...
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| Formato: | Libro |
| Idioma: | Undetermined |
| Publicado: |
Boston, MA.
Harvard Business School Press
2004
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| Những chủ đề: | |
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