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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
In economic downturns, the marketing budget is often the first to get slashed. Why? Because many CEOs believe that marketing is unable to deliver results where it counts: the bottom line. Nirmalya Kumar argues that marketing’s future depends on altering its function and mindset to address the burning questions CEOs care about most. Kumar,...  more »
ISBN-13: 9781591392101
ISBN-10: 1591392101
Publication Date: 5/2004
Pages: 304
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Publisher: Harvard Business School Press
Book Type: Hardcover
Other Versions: Paperback
Members Wishing: 0
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