Marketing as Strategy Understanding the CEO's Agenda for Driving Growth and Innovation
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, although the function of marketing has lost ground, the importance of marketing as a mind-set--geared toward customer focus and market orientation--has g...
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| Format: | Book |
| Language: | English |
| Published: |
Boston, Massachusetts
HAVARD BUSINESS SCHOOL PRESS
2004
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| Online Access: | Click Here to View Status and Holdings. |
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