Marketing as Strategy: understanding the CEO's Agenda for Driving Growth and Innovation
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass.
Harvard Business School Pr.
2004
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 270 S. zahlr. graph. Darst. |
| ISBN: | 1591392101 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804132758187933696 |
|---|---|
| adam_text | Titel: Marketing as strategy
Autor: Kumar, Nirmalya
Jahr: 2004
CONTENTS
Foreword by Philip Kotler vii
Prerace xi
ONE
From Marketing as a Function to
Marketing as a Transrormational Engine
1
T W O
From Market Segments to
Strategie Segments
27
T H R E E
From Selling Products to
Providing Solutions
55
F 0 U E
From Declining to Growing
Distribution Cnannels
87
vi Contents
v 1 v i:
From Branded Bulldozers lo
Global Distribution Partners
115
s i x
From Brand Acquisitum*
to Brand Rationalization
147
5 E V E N
From Market-Driven
to Market-Driving
177
E I G H T
From Strategie Business Unit Marketing
to Corporate Marketing
211
Notes 247
Index 259
About the Autkor 269
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T19:57:54Z |
| institution | BVB |
| isbn | 1591392101 |
| language | English |
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| physical | XV, 270 S. zahlr. graph. Darst. |
| publishDate | 2004 |
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| publisher | Harvard Business School Pr. |
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| spelling | Kumar, Nirmalya Verfasser aut Marketing as Strategy understanding the CEO's Agenda for Driving Growth and Innovation Nirmalya Kumar Boston, Mass. Harvard Business School Pr. 2004 XV, 270 S. zahlr. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Marketing ram Planification stratégique Planification stratégique ram Marketing (DE-588)4037589-4 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Strategisches Management (DE-588)4124261-0 s DE-188 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012800973&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kumar, Nirmalya Marketing as Strategy understanding the CEO's Agenda for Driving Growth and Innovation Marketing Marketing ram Planification stratégique Planification stratégique ram Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4124261-0 |
| title | Marketing as Strategy understanding the CEO's Agenda for Driving Growth and Innovation |
| title_auth | Marketing as Strategy understanding the CEO's Agenda for Driving Growth and Innovation |
| title_exact_search | Marketing as Strategy understanding the CEO's Agenda for Driving Growth and Innovation |
| title_full | Marketing as Strategy understanding the CEO's Agenda for Driving Growth and Innovation Nirmalya Kumar |
| title_fullStr | Marketing as Strategy understanding the CEO's Agenda for Driving Growth and Innovation Nirmalya Kumar |
| title_full_unstemmed | Marketing as Strategy understanding the CEO's Agenda for Driving Growth and Innovation Nirmalya Kumar |
| title_short | Marketing as Strategy |
| title_sort | marketing as strategy understanding the ceo s agenda for driving growth and innovation |
| title_sub | understanding the CEO's Agenda for Driving Growth and Innovation |
| topic | Marketing Marketing ram Planification stratégique Planification stratégique ram Marketing (DE-588)4037589-4 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Marketing Planification stratégique Strategisches Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012800973&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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