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Organizovani transport: 106 din
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PostNet (pre slanja)
Godina izdanja: 2004.
Understanding the CEO`s Agenda for Driving Growth and Innovation
Tvrd povez sa omotom, udžbenički format, 270 strana.
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.