Market-Driven Management, Second Edition: Strategic and Operational Marketing

Lambin, Jean-Jacques, Chumpitaz, Ruben, Schuiling, Isabelle

ISBN 10: 1403998523 / ISBN 13: 9781403998521

Published by Palgrave Macmillan, 2007

About this Item

Gently used. May include previous owner's signature or bookplate on the front endpaper, sticker on back and/or remainder mark on text block.

Seller Inventory # 9781403998521-3

Bibliographic Details

• Title: Market-Driven Management, Second Edition: Strategic and Operational Marketing
• Publisher: Palgrave Macmillan
• Publication Date: 2007
• Language: English
• ISBN 10: 1403998523
• ISBN 13: 9781403998521
• Binding: Soft cover
• Edition: 2nd Edition
• Condition: very good

About this title

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.

 

Companion Website: http://www.palgrave.com/business/lambin/index.html

About the Author

JEAN-JACQUES LAMBIN is Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca. RUBEN CHUMPITAZ is an Associate Professor at IESEG at the University of Lille, France. ISABELLE SCHUILING is an Associate Professor at the School of Management, Universite Catholique de Louvain, Belgium.