04006nam a2200721Ki 4500 000226433 OCoLC 20220105164803.0 20140102155509.0 m d cr cnu unuuu 140102s2004 maua ob 001 0 eng d NEZPRACOVANÝ IMPORT 9781422163399 (electronic bk.) 1422163393 (electronic bk.) 1591392101 9781591392101 (OCoLC)867050323 675076 (N$T) HF5415 .K83 2004eb BUS 082000 bisacsh BUS 041000 bisacsh BUS 042000 bisacsh BUS 085000 bisacsh 658.8/02 22 85.40 bcl Kumar, Nirmalya. Marketing as strategy : understanding the CEO's agenda for driving growth and innovation / Nirmalya Kumar ; [foreword by Philip Kotler]. Boston, Mass. : Harvard Business School Press, [2004] ©2004 1 online resource (xv, 270 pages) : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes bibliographical references (pages [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. "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."--BOOK JACKET. Description based on print version record. Marketing. Strategic planning. Marketing. gtt Strategische planning. gtt Marketing. Planification stratégique. Marketing. fast (OCoLC)fst01010167 Strategic planning. fast (OCoLC)fst01134371 BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh elektronické knihy fd186907 czenas electronic books eczenas Print version: Kumar, Nirmalya. Marketing as strategy 1591392101 (DLC) 2003025721 (OCoLC)53848484 EBSCOhost https://zdroje.vse.cz/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=675076 Plný text HBR EB NEPOSILAT EB N$TA cpp1723AUTO EBSCOhost EBSC 675076 02 N$T