Market-driven management: strategic and operational marketing

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 authorchallenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. Thebook 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 growthNew 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. INDICE: The Marketing Concept.The Market Orientation Concept.The Impact ofGlobalization.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.

• ISBN: 978-0-230-27602-4
• Editorial: Palgrave Macmillan
• Encuadernacion: Rústica
• Páginas: 624
• Fecha Publicación: 08/06/2012
• Nº Volúmenes: 1
• Idioma: Inglés