TITLE

Driving business strategy

AUTHOR(S)
Kotler, Philip
PUB. DATE
October 2003
SOURCE
Brand Strategy;Oct2003, Issue 176, p13
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the need for marketers to improve their influence through innovation and knowledge of finance. Consideration of marketing as a driver of business strategy; Problem on brand death; Importance of marketing accountability.
ACCESSION #
11152671

 

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