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Marketing As Strategy: Understanding the CEO's Agenda for Driving Growth and Innovation by Nirmalya Kumar

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NOTES

ONE

1

Peter F. Drucker, The Practice of Management (New York: Harper Collins, 1954).

2

Michael George, Anthony Freeling, and David Court, “Reinventing the Marketing Organization,” McKinsey Quarterly 4 (1994): 43–62.

3

John Brady and Ian Davis, “Marketing’s Mid-Life Crisis,” The McKinsey Quarterly 2 (1993): 17–28.

4

John Brady, Carolyn Hunter, and Nirmala Santiapillai, “Marketing in the UK,” McKinsey Quarterly 2 (2000): 15–17.

5

George et al., “Reinventing the Marketing Organization,” 43–62.

6

Jane Simms, “Do We Need More Marketing CEOs?” Marketing, 12 April 2001, 24–25.

7

Ibid.

8

Ibid.

9

Tim Ambler, Marketing and the Bottom Line (London: FT Prentice Hall, 2003).

10

“Marketers Turn to Metrics to Measure Impact of Their Initiatives,” 21 ...

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