Market-driven Management: Strategic and Operational Marketing (Macmillan business)

by Jean-JacquesLambin (Author)

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  Paperback
  2000

  $6.05

  Taking a market-orientation approach, the author challenges the traditional concept of the 4Ps and the functional role of marketing departments. Using examples from a range of manufacturing, service, consumer and business to business sectors, the text ends with 10 longer case studies. There is a free Instructor's Support Manual on the Macmillan Business website.