Kumar, Nirmalya. <br/><br/>
Marketing as strategy :  understanding the CEO's agenda for driving growth and innovation / 
Nirmalya Kumar ; [foreword by Philip Kotler] 
 - Boston, Mass. :  Harvard Business School Press,  c2004. 
 - xv, 270 p. :  ill. ;  24 cm. 
<br/><br/>Includes bibliographical references (p. [247]-258) and index. 
<br/><br/>From marketing as a function to marketing as a transformational engine -- From market segments to strategic segments -- From selling products to innovating solutions -- From declining to growing distribution channels -- From branded bulldozers to global distribution partners -- From acquiring to rationalizing brands for profit -- From market-driven to market-[d]riving -- From strategic business units to corporate marketing. 
<br/><br/><label>ISBN: </label>0143061892 0143061895 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.<br/>Strategic planning.
<br/><br/><label>LC Class. No.: </label>658.802  / KUM 
<br/><br/><label>Dewey Class. No.: </label>658.802  / KUM [ Shelf 67 ]