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Market-Driven Management - Strategic and operational marketing View larger

Market-Driven Management - Strategic and operational marketing

9780230276024

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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. 

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Publisher Palgrave Macmillan
Author(s) Jean-Jacques Lambin & Isabelle Schuiling
ISBN-13 9780230276024
Publication date June 2012
Edition 3rd
Pages 624
Cover Paperback

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.

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Market-Driven Management - Strategic and operational marketing

Market-Driven Management - Strategic and operational marketing

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. 

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