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Macmillan Higher Education

Market-Driven Management (3rd Edition)

Strategic and Operational Marketing

Author(s):
Publisher:

Palgrave

Pages: 624
Downloads:

Flyer

Sample chapter

Further Actions:

Recommend to library, View companion site

AVAILABLE FORMATS

Paperback - 9780230276024

21 August 2012

$79.99

In stock

Ebook - 9780230363120

19 July 2012

$79.99

In stock

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...

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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, globalisation, 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
- Thoroughly revised to reflect the latest academic thinking and research

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

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Market orientation approach moving marketing onfrom the 4Ps in light of globalisation, ecommerce, new technology and financial insecurity
Academic rigour an unashamedly high level text designed to challenge able and upper level students
Integration of strategic decision making and operational implementation reflecting how marketing operates empirically, rather than how it is typically taught
Clear definitions and descriptions of concepts, with strong illustration through numerous examples and short case studies
Companion Website offering comprehensive lecturerdedicated ancillary content including teaching guidelines, PowerPoint slides and additional case studies, together with extensive supplementary reading for students

The Marketing Concept
The Market Orientation Concept
The Impact of Globalization
Emerging Values and Issues
Customers' Needs Analysis
The Customer Purchase Behaviour
Measuring Customers' Response
Needs Analysis Through Market Segmentation
Market Attractiveness Analysis
Company Competitiveness Analysis.

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JEAN-JACQUES LAMBIN 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 joint editor 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 Professor at the Louvain School of Management at the Universite Catholoque de Louvain, Belgium. She specialises in Strategic Marketing, Brand Management and Global Marketing Strategies. Prior to her academic...

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JEAN-JACQUES LAMBIN 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 joint editor 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 Professor at the Louvain School of Management at the Universite Catholoque de Louvain, Belgium. She specialises in Strategic Marketing, Brand Management and Global Marketing Strategies. Prior to her academic career she was Marketing Director at Proctor & Gamble Europe and member of the management committee at Procter & Gamble Belgium.

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