Market-Driven Management

Strategic and Operational Marketing, Third edition

by Jean-Jacques Lambin & Isabelle Schuiling

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About the authors

Jean-Jacques Lambin is Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca, Italy. He is also Professor Emeritus at the Universite Catholique de Louvain, Belgium, and is jointeditor in chief of the European Business Forum (EBF). A specialist in strategic marketing, Lambin works as an analyst and consultant on problems of redeployment and restructuring of enterprises facing challenges due to the internationalisation of markets and market-driven management.

Isabelle Schuiling is Professor at the Louvain School of Management at the Universite Catholique de Louvain, Belgium. She specialises in Strategic Marketing, Brand Management and Global Marketing Strategies. Prior to her academic career she was Marketing Director at Procter & Gamble Europe and member of the management committee at Procter & Gamble, Belgium.

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