Market Driven Management: Strategic and Operational Marketing - Softcover

Lambin, Jean-Jacques; Chumpitaz, Ruben; Schuiling, Isabelle

 
9781403998521: Market Driven Management: Strategic and Operational Marketing
Softcover
ISBN 10: 1403998523 ISBN 13: 9781403998521
Verlag: Macmillan Education, 2007

Inhaltsangabe

Taking a market orientation approach, "Market-Driven Management" challenges the traditional concept of the 4Ps and the 'functional' role of marketing departments. The author enlarges the market definition to embrace all the key market players, including 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.

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Über die Autorinnen und Autoren

JEAN-JACQUES LAMBIN is Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca. RUBEN CHUMPITAZ is an Associate Professor at IESEG at the University of Lille, France.ISABELLE SCHUILING is an Associate Professor at the School of Management, Universite Catholique de Louvain, Belgium.


JEAN-JACQUES LAMBIN is Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca. RUBEN CHUMPITAZ is an Associate Professor at IESEG at the University of Lille, France. ISABELLE SCHUILING is an Associate Professor at the School of Management, Universite Catholique de Louvain, Belgium.

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Verlag
Macmillan Education
Erscheinungsdatum
2007
Sprache
Englisch
ISBN 10 
1403998523
ISBN 13 
9781403998521
Einband
Taschenbuch
Auflage
2
Anzahl der Seiten
477
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Koch-Chemie GmbH
https://www.koch-chemie.com

Einsteinstr. 42
Unna
59423
Deutschland

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9781403998538: Market-Driven Management: Strategic And Operational Marketing

Vorgestellte Ausgabe

ISBN 10:  1403998531 ISBN 13:  9781403998538
Verlag: Palgrave Macmillan, 2007
Hardcover