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Marketing As Strategy

- Understanding the CEO's Agenda for Driving Growth and Innovation

af Nirmalya Kumar
Marketing As Strategy af Nirmalya Kumar
Bag om Marketing As Strategy

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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  • Sprog:
  • Engelsk
  • ISBN:
  • 9781591392101
  • Indbinding:
  • Hardback
  • Sideantal:
  • 288
  • Udgivet:
  • 5. maj 2004
  • Størrelse:
  • 242x163x26 mm.
  • Vægt:
  • 580 g.
  • Ukendt - mangler pt..

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- 20 timers lytning og læsning
- Adgang til 70.000+ titler
- Ingen binding

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Ingen binding og kan opsiges når som helst.

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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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