000			02843nam a2200361Ki 4500
001			ocn867050323
003			OCoLC
005			20240726105206.0
008			140102s2004 maua ob 001 0 eng d
040			_aNT _beng _erda _epn _cNT
020			_a9781422163399 _q((electronic)l(electronic)ctronic)l((electronic)l(electronic)ctronic)ctronic bk.
050	0	4	_aHF5415 _b.M375 2004
049			_aNTA
100	1		_aKumar, Nirmalya. _e1
245	1	0	_aMarketing as strategy : _bunderstanding the CEO's agenda for driving growth and innovation / _cNirmalya Kumar ; [foreword by Philip Kotler.
260			_aBoston, Mass. : _bHarvard Business School Press, _c(c)2004.
300			_a1 online resource (xv, 270 pages) : _billustrations.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
504			_a2
505	0	0	_aFrom marketing as a function to marketing as a transformational engine -- _tFrom market segments to strategic segments -- _tFrom selling products to innovating solutions -- _tFrom declining to growing distribution channels -- _tFrom branded bulldozers to global distribution partners -- _tFrom acquiring to rationalizing brands for profit -- _tFrom market-driven to market-[d]riving -- _tFrom strategic business units to corporate marketing.
520	1		_a"Today's Marketers face a dire situation. CEOs name marketing challenges such as retaining customers and avoiding price wars as top priorities, yet they increasingly doubt whether marketers can handle those challenges. Marketing's traditional goal - getting close to customers - has become the organization-wide mandate, yet marketing as a function has lost importance. Once viewed as a critical expenditure, marketing is now considered a cost sink. What happened? More important, what can marketers do to regain a prominent role in their organizations?" "Nirmalya Kumar argues that the only way for marketers to get back on the CEO's agenda is to tackle issues that merit the CEO's attention - and conducting market research and placing ads don't make the cut. The fate of marketing hinges on elevating the role of marketing executives from promotions-focused tacticians to customer-focused leaders of transformational initiatives that are strategic, cross-functional, and bottom-line oriented."--BOOK JACKET.
530			_a2 _ub
650		0	_aMarketing.
650		0	_aStrategic planning.
655		1	_aElectronic Books.
856	4	0	_uhttps://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=675076&site=eds-live&custid=s3260518 _zClick to access digital title | log in using your CIU ID number and my.ciu.edu password
942			_cOB _D _eEB _hHF _m2004 _QOL _R _x _8NFIC _2LOC
994			_a02 _bNT
999			_c92093 _d92093
902			_a1 _bCynthia Snell _c1 _dCynthia Snell