Market-Driven Management

Strategic and Operational Marketing

Business & Finance, Marketing & Sales, Consumer Behaviour
Cover of the book Market-Driven Management by Professor Jean-Jacques Lambin, Isabelle Schuiling, Palgrave Macmillan
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Author: Professor Jean-Jacques Lambin, Isabelle Schuiling ISBN: 9781137267511
Publisher: Palgrave Macmillan Publication: July 19, 2012
Imprint: Palgrave Macmillan Language: English
Author: Professor Jean-Jacques Lambin, Isabelle Schuiling
ISBN: 9781137267511
Publisher: Palgrave Macmillan
Publication: July 19, 2012
Imprint: Palgrave Macmillan
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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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