Bookgreen2004

Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation

106 citations0/0 files storedSingapore Management University Institutional Knowledge (InK) (Singapore Management University)

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Marketing and Advertising Strategies Business Strategies and Innovation Innovation and Knowledge Management

Abstract

Chapter 1: From Marketing as a Function to Marketing as a Transformational Engine Chapter 2: From Market Segments to Strategic Segments Chapter 3: From Selling Products to Selling Solutions Chapter 4: From Marketplace to Marketspace Chapter 5: From Branded Bulldozers to Global Distribution Partnerships Chapter 6: From Brand Acquisitions to Brand Rationalization Chapter 7: From Market Driven to Market Driving Chapter 8: From SBU Marketing to the Corporate Marketing Role

Citations in this library

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Cited by

2014Foundations of Social Media Marketing 2020Marketing in a data-driven digital world: Implications for the role and scope of marketing 2017Me, myself, and I: influence of CEO narcissism on firms’ innovation strategy and the likelihood of product-harm crises 2006Brand Portfolio, Corporate Image, and Reputation: Managing Brand Deletions 2009Marketing strategy and marketing performance measurement system: Exploring the relationship 2011Loyalty Programs: Generalizations on Their Adoption, Effectiveness and Design 2011The power of marketing within the firm: Its contribution to business performance and the effect of power asymmetry 2009A study to investigate the reasons for bank frauds and the implementation of preventive security controls in Indian banking industry

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