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

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Chapter 7 is adapted from Nirmalya Kumar, Lisa K. Sheer, and Philip Kotler, “From Market-driven to Market-driving,” European Management Journal 18 (2000): 129–142. Copyright (2000) with permission from Elsevier Science.

Copyright 2004 Nirmalya Kumar All rights reserved

Printed in the United States of America

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