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MARKETING AS STRATEGY
KUMAR N. wydawnictwo: MCGRAW-HILL , rok wydania 2004, wydanie I cena netto: 150.00 Twoja cena 142,50 zł + 5% vat - dodaj do koszyka In economic downturns, the
marketing budget is often the first to get slashed. Why? Because many CEOs believe that
marketing is unable to deliver results where it counts: the bottom line.
Nirmalya Kumar argues that marketing's future depends on altering its function and mindset
to address the burning questions CEOs care about most. Kumar, who counsels top executives
at multinational corporations, challenges marketers to change their role from tactical
implementers of traditional marketing functions'like advertising and promotion'to
strategic coordinators of organization-wide, transformational initiatives aimed at
profitably delivering value to customers.
Kumar outlines seven strategy-focused, cross-functional, and bottom-line oriented
initiatives that can put marketing back on the CEO's agenda'and elevate its role in
shaping the destiny of the firm.
Foreword by Philip Kotler
268 pages
Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
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