Marketing as strategy : understanding the CEO's agenda for driving growth and innovation /
Kumar, Nirmalya.
Boston, Mass. : Harvard Business School Press,
c2004.
Includes bibliographical references (p. [247]-258) and index.
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.
Marketing.
Strategic planning.