TY  - BOOK
AU  - Kumar, Nirmalya.
TI  - Marketing as strategy: understanding the CEO's agenda for driving growth and innovation 
SN  - 0143061892
AV  - 658.802 KUM
U1  - 658.802 
PY  - 2004///
CY  - Boston, Mass.
PB  - Harvard Business School Press
KW  - Marketing
KW  - Strategic planning
N1  - Includes bibliographical references (p. [247]-258) and index; 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
UR  -  http://www.loc.gov/catdir/toc/ecip0411/2003025721.html
ER  -