Marketing as Strategy: understanding the CEO's Agenda for Driving Growth and Innovation
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Boston, Mass.
Harvard Business School Pr.
2004
|
| Schlagwörter: | |
| Links: | 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 |
| Umfang: | XV, 270 S. zahlr. graph. Darst. |
| ISBN: | 1591392101 |
Internformat
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Datensatz im Suchindex
| _version_ | 1819272485814665216 |
|---|---|
| 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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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV019336198 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T11:58:20Z |
| institution | BVB |
| isbn | 1591392101 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-012800973 |
| oclc_num | 611436670 |
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| physical | XV, 270 S. zahlr. graph. Darst. |
| publishDate | 2004 |
| publishDateSearch | 2004 |
| publishDateSort | 2004 |
| publisher | Harvard Business School Pr. |
| record_format | marc |
| 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 |
| work_keys_str_mv | AT kumarnirmalya marketingasstrategyunderstandingtheceosagendafordrivinggrowthandinnovation |