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Marketing as Strategy Understanding the CEOs Agenda for Driving Growth and Innovation-Nirmalya Kumar
Marketing as Strategy Understanding the CEOs Agenda for Driving Growth and Innovation  
by Nirmalya Kumar (Author)
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Publisher : Harvard Business School Press (HBS)
Publish date : 01-May-2004
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Binding : Hardback
Availability : IsAvailable, Order now ships within 5-7 business days
List Price :   Rs. 895
15%   
off    
Greenleaf Price :  Rs. 761
You Save :  Rs. 134
ISBN : 9781591392101 / Indian ISBN 13: 9781591392101
Pages : 304
Book Summary : Marketing as Strategy Understanding the CEOs Agenda for Driving Growth and Innovation
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? This work 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.
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