Market-Driven Management: Strategic and Operational Marketing

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9780230276024: Market-Driven Management: Strategic and Operational Marketing
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Market-Driven Management challenges the traditional concept of the 4Ps and the 'functional' role of marketing departments, integrating both the strategic and operational dimensions of marketing.

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Críticas:

'Professor Lambin is one of the world's leading marketing experts and this book is a rigorous yet easy to read text on strategic and operational marketing and their impact on organizational performance. I strongly recommend it to students and practitioners as a very useful tool for their academic and professional lives.' - Carlo M. Gallucci Calabrese, Professor of Marketing at ESADE Business School, Spain

'An excellent and truly international textbook that integrates the latest research on marketing strategy and derives clear implications for practice. It offers a well-researched yet readable access to key tools, concepts and theories.'  - Christian Pinson, Emeritus Professor of Marketing, INSEAD
 
 

Reseña del editor:

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.

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.

New to this edition:

- Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn
- Broad international perspective
- Thoroughly revised to reflect the latest academic thinking and research

With its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.

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Schuiling, Isabelle, Lambin, Professor Jean-Jacques
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Descripción Palgrave Macmillan, 2012. Condición: New. 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. Num Pages: 624 pages, biography. BIC Classification: KJS. Category: (U) Tertiary Education (US: College). Dimension: 245 x 189 x 32. Weight in Grams: 1194. . 2012. Third Edition, Revised. Paperback. . . . . . Nº de ref. del artículo: V9780230276024

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Descripción Palgrave MacMillan, United Kingdom, 2012. Paperback. Condición: New. 3rd ed. 2012. Language: English . Brand New Book. 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. 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.New to this edition:- Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn- Broad international perspective - Thoroughly revised to reflect the latest academic thinking and researchWith its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs. Nº de ref. del artículo: LIB9780230276024

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Jean-Jacques Lambin, Isabelle Schuiling
Publicado por Palgrave MacMillan, United Kingdom (2012)
ISBN 10: 0230276024 ISBN 13: 9780230276024
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Descripción Palgrave MacMillan, United Kingdom, 2012. Paperback. Condición: New. 3rd ed. 2012. Language: English . Brand New Book. 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. 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.New to this edition:- Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn- Broad international perspective - Thoroughly revised to reflect the latest academic thinking and researchWith its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs. Nº de ref. del artículo: LIB9780230276024

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Jean-Jacques Lambin
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ISBN 10: 0230276024 ISBN 13: 9780230276024
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Descripción Palgrave Macmillan, 2012. PAP. Condición: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Nº de ref. del artículo: BB-9780230276024

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Professor Jean-Jacques Lambin
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Descripción Palgrave Macmillan. Paperback. Condición: New. New copy - Usually dispatched within 2 working days. Nº de ref. del artículo: B9780230276024

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