Synthèse des fondements, concepts, méthodes marketing dans les marchés de consommation et les marchés industriels. L'approche est basée sur le concept d'orientation-marché en mettant l'accent sur la dimension Internet et les impacts des récentes crises économiques sur la discipline. ©Electre 2024
Market-Driven Management
Strategie and operational marketing
3rd edition
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 ail 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 :
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.
Paru le : 05/09/2012
Thématique : Economie générale
Auteur(s) : Auteur : Jean-Jacques Lambin Auteur : Isabelle Schuiling
Éditeur(s) :
Dunod
Collection(s) : Management sup
Série(s) : Non précisé.
ISBN : 978-2-10-057803-0
EAN13 : 9782100578030
Reliure : Broché
Pages : XXV-590
Hauteur: 24.0 cm / Largeur 19.0 cm
Épaisseur: 3.4 cm
Poids: 1192 g
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