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Marketing-Driven Management

Librairie Eyrolles - Paris 5e
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Marketing-Driven Management

Marketing-Driven Management

Strategic and operational marketing - Edition en anglais

- Collection Management sup

590 pages, parution le 05/09/2012 (3eme édition)

Résumé

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.

L'auteur Jean-Jacques Lambin

Jean-Jacques Lambin - Professeur émérite à l'université catholique de Louvain, Belgique, et à l'université degli Studi di Milano Biocca, Italie.

Autres livres de Jean-Jacques Lambin

Sommaire

  • The changing role of marketing
  • Understanding customer behaviour
  • implementing strategic marketing
  • Implementing operational marketing
  • Implementation of Market-Drive Management
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Caractéristiques techniques du livre "Marketing-Driven Management"

  PAPIER
Éditeur(s) Dunod
Auteur(s) Jean-Jacques Lambin, Isabelle Schuiling
Collection Management sup
Parution 05/09/2012
Édition  3eme édition
Nb. de pages 590
Format 19 x 25
Couverture Broché
Poids 1190g
Intérieur Noir et Blanc
EAN13 9782100578030
ISBN13 978-2-10-057803-0

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