Marketing as strategy: understanding the CEO's agenda for driving growth and innovation (Record no. 352)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01260nam a2200181 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20210904150707.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190905b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781591392101 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.802 |
| Item number | KUM |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kumar, Nirmalya |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing as strategy: understanding the CEO's agenda for driving growth and innovation |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc. | Harvard |
| Name of publisher, distributor, etc. | Harvard Business School Press |
| Date of publication, distribution, etc. | 2001 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xv, 270 p. |
| 365 ## - TRADE PRICE | |
| Price type code | INR |
| Price amount | 1799.00 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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 gained momentum across the entire organization. This book challenges marketers to change their role from implementers of traditional marketing functions to strategic coordinators of organization-wide initiatives aimed at profitably delivering value to customers. Kumar outlines seven 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. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Total Checkouts | Full call number | Accession Number | Date last seen | Date checked out | Copy number | Cost, replacement price | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Marketing | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 05/05/2019 | Gratis Book | 3 | 658.802 KUM | 000150 | 01/11/2023 | 01/11/2023 | 1 | 1799.00 | 09/05/2019 | Book |