Market-driven management : strategic and operational marketing

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Title:

Market-driven management : strategic and operational marketing

Author:

Lambin, Jean-Jacques, 1933-

ISBN:

9781403998538

9781403998521

Personal Author:

Lambin, Jean-Jacques, 1933-

Edition:

2nd ed., [English ed.].

Publication Information:

Basingstoke ; New York : Palgrave Macmillan, 2007.

Physical Description:

xxxvi, 477 p. : ill. ; 26 cm.

General Note:

"Tome 2."

Subject Term:

Marketing -- Europe.

Marketing -- Europe -- Management.

Added Author:

Chumpitaz, Ruben.

Schuiling, Isabelle, 1962-

Electronic Access:

Contributor biographical information http://www.loc.gov/catdir/enhancements/fy0667/2006047166-b.html
Publisher description http://www.loc.gov/catdir/enhancements/fy0667/2006047166-d.html
Table of contents only http://www.loc.gov/catdir/enhancements/fy0667/2006047166-t.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020401853	658.80094 L224M 2007	1	Searching... Unknown

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Summary

Summary

Taking a market orientation approach, this work challenges the 4Ps and the 'functional' role of marketing departments. The authors enlarge the market definition to embrace all key market players, including competitiors, distributors, and prescribers as well as the various customer groups in the wider macro-marketing environment.

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