Market-Driven Management: Strategic and Operational Marketing - Couverture souple

Lambin, Jean-Jacques

 
9780230276024: Market-Driven Management: Strategic and Operational Marketing
Couverture souple
ISBN 10 : 0230276024 ISBN 13 : 9780230276024
Editeur : Palgrave, 2012

Synopsis

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 research

With 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.

Accompanying online resources for this title can be found at bloomsburyonlineresources.com/market-driven-management-strategic-and-operational-marketing-3e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos des auteurs

JEAN-JACQUES LAMBIN is Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca, Italy.

ISABELLE SCHUILING is Professor at the Louvain School of Management at the Universite Catholoque de Louvain, Belgium.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Palgrave
Date d'édition
2012
Langue
anglais
ISBN 10 
0230276024
ISBN 13 
9780230276024
Reliure
Broché
Numéro d'édition
3
Nombre de pages
624
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

Friedensallee 273
Hamburg
22763
Allemagne

Autres éditions populaires du même titre

9780333793190: Market-driven Management: Strategic and Operational Marketing

Edition présentée

ISBN 10 :  0333793196 ISBN 13 :  9780333793190
Editeur : Palgrave Macmillan, 2000
Couverture souple