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Marketing as Strategy: Understanding the CEO'S Agenda for Driving Growth and Innovation
Marketing as Strategy Understanding the CEO'S Agenda for Driving Growth and Innovation
Author: Nirmalya Kumar
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, while the function of marketing has lost ground, the importance of marketing as a mind-set-geared toward customer focus and market orientation-has gained momentum across the entire organization....  more »
ISBN-13: 9780143061892
ISBN-10: 0143061895
Publication Date: 4/30/2006
Pages: 288
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Publisher: Penguin Books
Book Type: Paperback
Other Versions: Hardcover
Members Wishing: 0
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