Market-Driven Management

Strategic and Operational Marketing, Third edition

by Jean-Jacques Lambin & Isabelle Schuiling

About the book

Market-Driven Management challenges the traditional concept of the 4Ps and the ‘functional’ role of marketing departments. The authors enlarge the market definition to embrace the key market players operating not only in the traditional global market, but also in the global electronic market. In addition, they examine marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.

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