Marketing as strategy (Record no. 114331)

MARC details
000 -LEADER
fixed length control field 01462cam a22002055a 4500
001 - CONTROL NUMBER
control field L156630
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140612s2012 xxk f 001 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781591392101
035 ## - SYSTEM CONTROL NUMBER
System control number (Sirsi) u156630
041 0# - LANGUAGE CODE
Language code of text/sound track or separate title eng
050 04 - LIBRARY OF CONGRESS CALL NUMBER
Classification number 658.8 $2 18
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Kumar, Nirmalya
245 00 - TITLE STATEMENT
Title Marketing as strategy
Remainder of title understanding the ceo's agenda for driving growth and innovation
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. Boston
Name of publisher, distributor, etc. Harvard Business School Press
Date of publication, distribution, etc. 2004.
300 ## - PHYSICAL DESCRIPTION
Extent xv, 270 p.
Other physical details ill.
Dimensions 24 cm.
505 2# - FORMATTED CONTENTS NOTE
Formatted contents note 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.
520 ## - SUMMARY, ETC.
Summary, etc. This book challenges marketers to change their role from tactical implementers of traditional marketing functions-like advertising and promotion-to strategic coordinators of organization-wide, transformational initiatives aimed at profitably delivering value to customers. The author outlines seven strategy-focused, 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.
690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN)
Topical term or geographic name as entry element Marketing
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Suppress in OPAC 0
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home library Current library Shelving location Date acquired Total Checkouts Full call number Barcode Date last seen Copy number Price effective from Koha item type
    Dewey Decimal Classification     London London Staff library 14/06/2012   STAFF KUMAR 30077467 06/08/2019 1 06/08/2019 Book