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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.
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Market-Driven Management: Strategic and Operational Marketing
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Market-Driven Management
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