Fr. 86.30

Marketing-driven, management : strategic and operational marketing - Anglais

French · Paperback / Softback

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Market-Driven Management


Strategie and operational marketing


3rd edition


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, globalization, 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 ail 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.

  • Emphasis is placed on the impact of the Internet on operational marketing.

With its unique approach and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.
Visit www.palgrave.com/business/lambin3 for comprehensive resources including teaching guidelines, PowerPoint slides and additional case studies, together with extensive supplementary reading for students.

Product details

Authors Isabelle Schuiling, Jean-Jacques Lambin, Lambin, Jean-Jacques (1933-....) Lambin, Lambin+schuiling, Schuiling, Isabelle Schuiling
Publisher Dunod
 
Languages French
Product format Paperback / Softback
Released 05.09.2012
 
EAN 9782100578030
ISBN 978-2-10-057803-0
Dimensions 190 mm x 240 mm x 30 mm
Weight 1192 g
Series MANAGEMENT SUP ; MANAGEMENT, RESSOURCES
Management sup. Marketing, communication
Management sup, Marketing, communication
Subject Social sciences, law, business > Business > Business administration

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