000			01462cam a22002055a 4500
001			L156630
008			140612s2012 xxk f 001 0 eng d
020			_a9781591392101
035			_a(Sirsi) u156630
041	0		_aeng
050	0	4	_a658.8 $2 18
100	1		_aKumar, Nirmalya
245	0	0	_aMarketing as strategy _bunderstanding the ceo's agenda for driving growth and innovation
260			_aBoston _b Harvard Business School Press _c 2004.
300			_axv, 270 p. _bill. _c 24 cm.
505	2		_aFrom 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			_aThis 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			_aMarketing
942			_n0
999			_c114331 _d114331