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

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INDEX

ABB, global account management at

ABB Service

Accenture, focus of

ACH Food Companies

activity-based costing

advertising, cost of

Airbus, success of

aircraft industry

airline industry

target customer of

value proposition of

Akzo Nobel

brands of

solution orientation of

Albert Heijn

Allstate Insurance, online sales by

Amazon

leveraging of customer base by

American Express, contract with IGS

Anderson, James

Ando, Kunitake

Anheuser-Busch

marketing experiments of

relations with channel partners

Apple Computer

adoption of new technologies by

iTunes division of

Aravind Eye Hospital

customer education by

exceeding customer expectations by

growth of

mission statement of

Asda, razor coup of

assessment, proper metrics of

automobile industry

distribution ...

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