Market-driven management : strategic and operational marketing Jean-Jacques Lambin
Material type: TextLanguage: English Publication details: London Palgrave Macmillan 2012Edition: 3rdDescription: 590 pagesContent type:- text
- unmediated
- volume
- 9780230276024
- HF5415.12.E8 LAM
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HF5415 PER Learning aid for use with basic marketing a global-managerial approach | HF5415 PER Learning aid for use with basic marketing a global-managerial approach | HF5415 RIE The 22 immutable laws of marketing | HF5415.12.E8 LAM Market-driven management : | HF5415.12.E8 LAM Market-driven management : | HF5415.12.E8 LAM Market-driven management : | HF5415.12.E8 LAM Market-driven management : |
Includes bibliographical references and index.
The Marketing Concept.- The Market Orientation Concept.- The Impact of Globalization.- Emerging Values and Issues.- Customers' Needs Analysis.- The Customer Purchase Behaviour.- Measuring Customers' Response.- Needs Analysis Through Market Segmentation.- Market Attractiveness Analysis.- Company Competitiveness Analysis.
In response to the increasing complexity of markets, this book challenges the traditional, functional role of marketing departments, integrating both the strategic and operational dimensions. It offers international cases, considerable online resources, and is ideal for MBAs and postgraduate and undergraduate students of marketing.
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