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Description
CEOs are more than frustrated by marketing's inability to deliver results. Has the profession lost its relevance? Nirmalya Kumar argues that, while the function of marketing has lost ground, the importance of marketing as a mind-set-geared toward customer focus and market... read more
First Sentence
IN The Practise of Management, Peter Drucker wrote, "The business enterprise has two and only two basic functions: marketing and innovation.
Table of Contents
Authors & Contributors
- Nirmalya Kumar (Author)
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