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Market-Driven Management, Second Edition: Strategic and Operational Marketing 14.0%OFF

Market-Driven Management, Second Edition: Strategic and Operational Marketing

by Jean-Jacques Lambin, Ruben Chumpitaz and Isabelle Schuiling

  • ISBN

    :  

    9781403998521

  • Publisher

    :  

    Palgrave Macmillan

  • Subject

    :  

    Business & Management

  • Binding

    :  

    PAPERBACK

  • Pages

    :  

    496

  • Year

    :  

    2007

₹

4255.0

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3659.0

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  • Description

    Taking a market orientation approach, the author challenges the traditional concept of the 4 Ps and the "functional" role of marketing departments. The author enlarges the market definition to embrace all the key market players, to include competitors, distributors and prescribers as well as the various customer groups in the wider macro-marketing environment. In addition, the author examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.xA0;Companion Website: http://www.palgrave.com/business/lambin/index.html

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