Market-Driven Management : Strategic and Operational Marketing

Isabelle Schuiling

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Language: English

Published by Bloomsbury 3PL, 2012

0230276024 / 9780230276024

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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nach der Bestellung gedruckt Neuware - Printed after ordering - Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process.Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth.New to this edition:- Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn- Broad international perspective- Thoroughly revised to reflect the latest academic thinking and researchWith its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.…

Seller Inventory # 9780230276024

Title
Market-Driven Management : Strategic and Operational Marketing
Author
Isabelle Schuiling
Publisher
Bloomsbury 3PL
Publication year
2012
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
0230276024
ISBN 13
9780230276024
Edition
3rd Edition
Item weight
1,181 grams
Dimensions
246x189x33 mm

AHA-BUCH GmbH

Einbeck, Germany

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