Market Driven Management: Strategic and Operational Marketing

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ISBN 10: 1403998523 / ISBN 13: 9781403998521

Editore: - -, 2007

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Riassunto:

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.

Informazioni sugli autori:

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.

Dati bibliografici

Titolo: Market Driven Management: Strategic and ...
Casa editrice: - -
Data di pubblicazione: 2007
Legatura: Paperback
Condizione: Very Good
Edizione: seconda edizione