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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主要作者: Kumar, Nirmalya
格式: 图书
语言:Undetermined
出版: Boston, MA. Harvard Business School Press 2004
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Thư viện lưu trữ: Trung tâm Học liệu Trường Đại học Cần Thơ

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