Market Driven Management: Strategic and Operational Marketing

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ISBN 10: 1403998523 / ISBN 13: 9781403998521

Published by -, 2007

Market Driven Management: Strategic and Operational Marketing This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 7719-9781403998521

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.

Bibliographic Details

Title: Market Driven Management: Strategic and ...
Publisher: -
Publication Date: 2007
Binding: Paperback
Condition: Very Good
Edition: 2nd Edition