Marketing as strategy: Understanding the CEO's agenda for driving growth and innovation

Chapter 1: From Marketing as a Function to Marketing as a Transformational Engine Chapter 2: From Market Segments to Strategic Segments Chapter 3: From Selling Products to Selling Solutions Chapter 4: From Marketplace to Marketspace Chapter 5: From Branded Bulldozers to Global Distribution Partnerships Chapter 6: From Brand Acquisitions to Brand Rationalization Chapter 7: From Market Driven to Market Driving Chapter 8: From SBU Marketing to the Corporate Marketing Role