Marketing-Driven Management
Strategic and operational marketing - Edition en anglais
Jean-Jacques Lambin, Isabelle Schuiling - Collection Management sup
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
Caractéristiques techniques
| 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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