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Kniha Market-Driven Management (Version anglaise) Jean-Jacques Lambin

Market-Driven Management (Version anglaise)

Strategic and operational marketing

Autor: Jean-Jacques Lambin
Jazyk: Francouzština
Vazba: Brožovaná
Vydavatel: DUNOD
Dostupnost: Skladem u dodavatele
Odesíláme za 14-17 dnů
1 538 Kč
Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operati...

Informace o knize

Autor
Jean-Jacques Lambin
Jazyk
Francouzština
Vazba
Kniha - Brožovaná
Vydáno
2012
Stránek
624
EAN
9782100578030
Enbook ID
33974507
Vydavatel
DUNOD
Hmotnost
1192
Rozměry
189 x 246 x 34

Kompletní popis

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, globalization, 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.• Emphasis is placed on the impact of the Internet on operational marketing.With its unique approach and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.Visit www.palgrave.com/business/lambin3 for comprehensive resources including teaching guidelines, PowerPoint slides and additional case studies, together with extensive supplementary reading for students.

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