Marketing as strategy : (Record no. 23945)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02022cam a22001934a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781591392101 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | English |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.802 |
| Item number | KUM |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Author name | Kumar, Nirmalya. |
| 245 10 - TITLE STATEMENT | |
| Title | Marketing as strategy : |
| Sub Title | understanding the CEO's agenda for driving growth and innovation / |
| Statement of responsibility, etc | Nirmalya Kumar. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Boston, Mass. : |
| Name of publisher | Harvard Business School Press, |
| Year of publication | c2004. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xv, 270 p. : |
| Other physical details | illustrations ; |
| Dimensions | 24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Today's Marketers face a dire situation. CEOs name marketing challenges such as retaining customers and avoiding price wars as top priorities, yet they increasingly doubt whether marketers can handle those challenges. Marketing's traditional goal - getting close to customers - has become the organization-wide mandate, yet marketing as a function has lost importance. Once viewed as a critical expenditure, marketing is now considered a cost sink. What happened? More important, what can marketers do to regain a prominent role in their organizations?" "Nirmalya Kumar argues that the only way for marketers to get back on the CEO's agenda is to tackle issues that merit the CEO's attention - and conducting market research and placing ads don't make the cut. The fate of marketing hinges on elevating the role of marketing executives from promotions-focused tacticians to customer-focused leaders of transformational initiatives that are strategic, cross-functional, and bottom-line oriented |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Subject | Marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Subject | Strategic planning. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Full call number | Accession Number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Institute of Public Enterprise, Library | Institute of Public Enterprise, Library | S Campus | 08/06/2025 | Gifted by M.J. Rama Krishna | 658.802 KUM | 50253 | 08/06/2025 | Books |
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