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

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Advance Praise for Marketing as Strategy

“Professor Kumar has been an excellent coach and consultant for me and my colleagues at Akzo Nobel Decorative Coatings. His fine balance between academic theory and his many case studies from the practical world have been very inspiring. This book reflects that fine understanding. Very relevant and very interesting to read.”

—Leif B. Abildgaard President, Decorative Coatings Europe, Akzo Nobel, The Netherlands

“A reader-friendly book on a subject that is usually difficult to write about in an interesting way. It combines a well-thought-out, structured approach with fascinating real business stories as practical examples to support the key concepts. A significant step forward compared to traditional books ...

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