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Market Driven Management: Strategic and Operational Marketing

Market Driven Management: Strategic and Operational Marketing

by Jean-JacquesLambin (Author), RubenChumpitaz (Author), IsabelleSchuiling (Author)

  • Used

    Paperback 2007

    $5.86
Synopsis

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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2 in stock

More Information

Format: Paperback
 Pages: 496
 Edition: 2nd Revised edition
 Publisher: Palgrave Macmillan
Published: 27 Apr 2007
ISBN 10: 1403998523
ISBN 13: 9781403998521

Author Bio
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.