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Synopsis
Taking a market orientation approach, the author challenges the traditional concept of the 4 Ps and the "functional" role of marketing departments. The author enlarges the market definition to embrace all the key market players, to include competitors, distributors and prescribers as well as the various customer groups in the wider macro-marketing environment. In addition, the author examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.
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About the Author
JEAN-JACQUES LAMBIN is currently Professor of Market-Driven Management at Instituto di Economia d'Impresa, Milan and Emeritus Professor at University Catholique de Louvain, Belgium.
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- PublisherPalgrave Macmillan
- Publication date2000
- ISBN 10 0333793196
- ISBN 13 9780333793190
- BindingPaperback
- LanguageEnglish
- Number of pages768
- Rating
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Market-driven Management: Strategic and Operational Marketing (Macmillan business)
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Market-driven Management: Strategic and Operational Marketing (Macmillan business)
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Market-driven Management: Strategic and Operational Marketing
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Market-driven Management: Strategic and Operational Marketing (Macmillan business)
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Market-driven Management. Strategic und Operational Marketing: Strategic and Operational Marketing (Macmillan business)
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Palgrave Macmillan 15.03.2000., 2000
ISBN 10: 0333793196
ISBN 13: 9780333793190
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gebundene Ausgabe. Condition: Gut. 737 Seiten nice book ex Library Sprache: Englisch Gewicht in Gramm: 1269. Seller Inventory # 342911
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